For churches that are interested in developing such a ministry, Eric suggests getting youth involved, as today’s teenagers and young adults – sometimes called the “iGen” for their innate technology acumen – have a natural inclination toward video. In the past, CCC has hosted contests for young filmmakers to show off their funny or poignant productions.

The church also maintains a bevy of clever blogs and an eye-appealing, resourceful Web site. Their virtual home has seen a boost in its visitors, thanks to the YouTube channel, which displays CCC’s Web address and other information. This has led to increased evangelism and turnout at services. Lead pastor Dave Ferguson began CCC with the idea that all gatherings should focus on a central message.

“All of our ideas are driven through a topic and relate back to a ‘big idea.’” Eric explains. He says one big idea focuses on reclaiming the word “Christian,” which has been vilified in secular circles because of the many visible, immoral things that Christians do. The premise spawned the Mac-ad parody.

Eric was quick to point out that CCC is not launching an attack on the word “Christian” – it’s still in their title. The goal is simply to increase awareness about how the label is perceived and what the Church can – and needs to – do to change it. “[Video] has inspired action,” Eric says. “It increases our number. It increases our ammo for our attendees to invite people, if they can direct them to something like that.”

Even if the Mac ads haven’t made everyone dump their desktop PCs, run out to the stores and buy a PowerBook, Apple’s message is being heard. And the same thing goes for CCC.

“Video is huge for us in being able to communicate our message,” Eric says. “It’s the language of the culture.”