The first ‘priceless’ commercial debuted in 1997; twenty years later I still remember the slogan. The essence of each commercial was to highlight special memory makers as priceless then the announcer would encourage viewers not to worry about the cost because “for everything else, there’s Mastercard”. Surely the success of the ‘priceless’ campaign ranks among the top in ad history.

While it is true making memories with our loved ones is priceless, something greater than a few moments in time is out there for each of us. Something truly priceless-

“Your love, O Lord, reaches to the heavens, your faithfulness to the skies. Your righteousness is like the mighty mountains, your justice like the great deep. O, Lord, you preserve both man and beast. How priceless is your unfailing love! Both high and low among men find refuge in the shadow of your wings.”- Psalm 36: 5-7

I wonder if anyone else feels the need to sing verses 5 & 6 to the tune of the old Third Day worship song? After the familiarity of verses 5 and 6 comes that beautiful line about how priceless God’s unfailing love is. My mind is blown by the greatness and depth of God’s love! As I continue reading Indescribable by Louie Giglio and Matt Redman, I am awed by the knowledge of just how small earth is in the Universe. And to think God loves such insignificant creatures crowded around an insignificant planet in the vast greatness of the universe! Wow! O, how truly priceless is the unfailing love of God!

Today may we pause, reflect, and bask in his unfailing love. Then may our reflections draw out of our hearts praise for the author and definition of love!

Lord, you are great and greatly to be praised! Your love is priceless. How my heart soars at such knowledge. May you ever be lifted up by my lips and actions. Amen

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