On Super Bowl broadcast, ‘He Gets Us’ ads featuring Jesus stand out for change-of-pace message
For the second year in a row, a religious Super Bowl ad campaign promised viewers that Jesus “gets us.”
Two commercials shown Sunday night centered Jesus’ message to love your neighbors — even across ideological divides. In one, people of different races, classes and gender expressions have their feet washed, including a woman outside a family planning clinic.
“Our goal is to really show that Jesus loved and cared for anyone and everyone,” He Gets Us campaign spokesperson Greg Miller told The Associated Press on Monday. He said the campaign’s website received 715,000 views in the previous 24 hours.
On social media, the ads drew criticism across ideological spectrum. Some conservatives contended they were overly “woke.” Other critics noted that the campaign’s welcoming and progressive messages seem at odds with some of its Christian funders, who have also supported anti-LGBTQ+ and anti-abortion causes.
Last year’s ads were overseen by the Servant Foundation, also a donor to Alliance Defending Freedom, a prominent conservative legal organization that helped overturn Roe v. Wade — the ruling establishing a nationwide right to abortion — and has represented clients challenging same-sex marriage and transgender rights.
The family behind Hobby Lobby also contributed to “He Gets Us.” They previously won a Supreme Court case challenging requirements to cover some birth control for employees.
The “He Gets Us” campaign is now under a new charitable organization, Come Near, meaning the Servant Foundation is no longer overseeing it. The nonprofit says it is “committed to sharing the life and love of Jesus in thought-provoking new ways.”
The “He Gets Us” campaign says it plans to advertise during other major cultural moments over the next year, including the Paris Olympics, the NFL draft, and the Republican and Democratic conventions.
Other faith-based ads at this year’s Super Bowl included a spot from Scientologists, inviting viewers to “see for yourself who we are.” An ad for the Catholic prayer app Hallow, featuring actor Mark Wahlberg, also broadcast in select markets during the game.
