Imagine driving on a city’s busy thoroughfare in the busy Christmas season, glancing up at a new colorful billboard, and then quickly gripping the steering wheel as your eyes check that you’re still in your lane. Finding you are, you take another quick glance to see if what you thought you saw you really did see.
This billboard appeared in Auckland, New Zealand’s largest city, and was placed there by an Anglican church, St. Matthew-in-the-City. It was clearly meant to provoke, as well as amuse. Provoke it did. The church’s website was flooded with 30,000 hits, a mixture of intrigued and critical. Twice in the first few days, there were attempts to deface and destroy the billboard, and by the end of the second week, the billboard was taken down. However, given the discussions generated about the birth of Jesus, church leaders felt satisfied. By the time of its coming down, everyone in the nation had heard of the billboard, and the internet quickly made the picture a world-wide phenomenon. Opinions were instantly formed, from belly laughs to accusations of sacrilege.
My mind went immediately to the 1987 photograph by photographer Andres Serrano of a small plastic crucifix submerged in a glass of the Artist’s urine. What added insult-to-injury, for some, was the fact that the picture won a contest partly sponsored by the National Endowment of the Arts. In other words, taxpayers paid for it. Others said that awarding money for this art-picture violated the separation of church and state. One person wrote that the work was “not blasphemous but a statement ‘on what we have done to Christ’—that is, the way contemporary society has come to regard Christ and the values he represents.”
I also thought of the twelve 2005 cartoons of Muhammad printed in a Danish newspaper. Danish Embassies were set on fire in three countries and an estimated 100 people died in riots. The publisher has been attacked.
Returning to the Auckland billboard, two additional factors were at work in the negative response of some people—the doctrine of the Perpetual Virginity of Mary and our society’s general dis-ease with matters of human sexuality.
Roman Catholicism, Eastern and Oriental Orthodoxy, and a number of Protestant scholars believe that Mary was a virgin before, during and after giving birth—perpetual virginity. The doctrine of the Virgin Birth is only a part of this broader belief. (The dogma of the Immaculate Conception is a different doctrine, relating to the conception of the Virgin Mary without any stain of original sin.) Thus, it is easy to understand the trouble some traditional Christians would have with this billboard.
However, even some non-literal biblicists had difficulty. Although believing that Mary got pregnant the usual human way, they were a bit squeamish in thinking about the actual details, even in this day and age of more open sexuality. The program notes of the recent performance of Puccini’s opera, Tosca, while recording that the opera has two suicides, two murders, a torture scene, and an attempted rape, adds “opera companies never receive complaint letters about violence.” Although not stated, this lack of comment is in decided contrast to mail received, and patrons departing, when opera scenes are sensual and risqué. Sex still is a bothersome topic for many.
Art calls forth a response, even billboard-art. What stirs inside you?

