Out of Sync. The Hail Mary makes a surprising appearance in advertising.

How you can tell you are: 1) out of sync with the culture, and 2) Catholic.  I thought this Coca-Cola tweet was about real Hail Mary's, the prayer.

Go big or go home, that’s what game day is all about! Here’s to giving every game and watch party your all. #CocaCola

coca-cola.com

Savor Every Moment

Coca-Cola was referring, of course, to the long desperate forward pass in football which has been irreverently nicknamed after the prayer.  I don't watch football (it's titanically boring), and it took me a minute to realize what this was referring to.

The Hail Mary is, of course, the ancient Christian prayer petitioning Mary for assistance.  Its basic text is:

Hail, Mary, full of grace,

the Lord is with thee.

Blessed art thou amongst women

and blessed is the fruit of thy womb, Jesus.

Holy Mary, Mother of God,

pray for us sinners,

now and at the hour of our death. 

Amen.

I actually learned it in the post Vatican II American Church as:

Hail, Mary, full of grace,

the Lord is with you.

Blessed are you amongst women

and blessed is the fruit of thy womb, Jesus.

Holy Mary, Mother of God,

pray for us sinners,

now and at the hour of our death. 

Amen.

The formulation of the prayer is a little lost to history, but it seems to have come about gradually.  Some of it's text, of course, comes right from the New Testament.  References to early forms of the prayer appear in the mid 11th Century through the 13th.  It rose in the Latin Rite and therefore, the early versions took shape in Latin, which of course was also the language of the Latin Rite up until the 1960s.

In Latin, it's the Ave Maria, the text of which is:

Ave Maria, gratia plena

Dominus tecum

benedicta tu in mulieri­bus, 

et benedictus fructus ventris tui, Jesus.

Sancta Maria mater Dei,

ora pro nobis peccatoribus, 

nunc et in hora mortis nostrae. 

Amen.

Contrary to what some seem to think, it has an Eastern Rite expression as well, and therefore also an Orthodox one.  The Eastern version is not used as extensively as the Latin Rite version, but isn't infrequently used.  Its text is:

Θεοτόκε Παρθένε, χαῖρε,κεχαριτωμένη Μαρία, ὁ Κύριος μετὰ σοῦ. εὐλογημένη σὺ ἐν γυναιξί, καὶ εὐλογημένος ὁ καρπὸς τῆς κοιλίας σου, ὅτι Σωτῆρα ἔτεκες τῶν ψυχῶν ἡμῶν.

Translating from the Greek is a little dangerous, as terms can be translated straight across and lose their meaning, but using that sort of translation, this translates to:

God-bearing Virgin (Theotokos), rejoice, grace-filled Mary, the Lord with thee. Praised thou among women, and praised the fruit of thy womb, because it was the Saviour of our souls that thou borest.

The Slavonic version, used in some of the Eastern Rite churches, is:

Богородице дѣво радѹйсѧ

ѡбрадованнаѧ Марїе

Господь съ тобою

благословена ты въ женахъ,

и благословенъ плодъ чрева твоегѡ,

Якѡ родила еси Христа Спаса,

Избавителѧ дѹшамъ нашимъ.

The prayer not only has crossed certain lines following the Great Schism, but it's done the same in regard to the Reformation, being used in the Lutheran churches and in the Anglican Communion.

All of which goes to show something, and among the things shown by Coca-Cola's use is that somebody at Coca-Cola is as clueless on certain things as I am.