(RNS) — As excitement builds for Super Bowl LIX, viewers will encounter a familiar face amid the buzz surrounding the Kansas City Chiefs, Philadelphia Eagles, and the much-anticipated halftime show featuring Kendrick Lamar.
The “He Gets Us” campaign is returning with a fresh advertisement that will air in the game’s first half on February 9, 2025.
This marks the third consecutive year of this initiative, which aims to foster discussions about spirituality and the teachings of Jesus.
New Campaign Themes
Crafted by the Dallas agency Lerma, the new spot showcases a variety of compelling visuals that culminate in the inspiring message, “He Gets Us.
All of Us.” This year’s theme poses a thought-provoking question: “What is Greatness?” It invites viewers to consider how Jesus redefined greatness compared to modern cultural measures, according to recent insights shared by Come Near, the nonprofit that took over the campaign in 2024.
Come Near’s CEO emphasized the relevance of Jesus’ life and teachings, especially in a world rife with division, isolation, and a longing for purpose.
The organization believes these teachings can offer a path toward healing and community.
To complement the Super Bowl event, the “He Gets Us” website will transform into a hub for impactful stories and resources designed to deepen users’ understanding of Jesus’ message.
Campaign Evolution
Originally launched by the Servant Foundation in 2022 with a bold fundraising goal of $100 million, the “He Gets Us” initiative has undergone significant transformation.
By 2023, the branding firm Haven took the reins and announced an ambitious plan to invest around $1 billion over the next three years to broaden the campaign’s outreach.
Throughout its run, the “He Gets Us” campaign has appeared across numerous platforms, from billboards to public transit and social media.
Its advertisements have conveyed personal stories, even wading into the often-turbulent waters of political discourse.
Controversies and Collaborations
Last year, the campaign faced considerable backlash during the Super Bowl, particularly for a controversial ad featuring a foot washing ceremony that showcased contrasting groups.
Critics from various backgrounds reacted strongly, with some interpreting the imagery as “white saviorism” and others deeming it too progressive for comfort.
Funding for the initiative has also stirred curiosity, with David Green, co-founder of Hobby Lobby, openly discussing his significant contributions.
He clarified that the campaign’s core message is to illustrate Jesus’ understanding and love for everyone, including those who may hold opposing views.
Come Near aims to craft engaging narratives and experiences that truly reflect the essence of Jesus’ teachings.
The organization’s board is composed of a diverse group of individuals dedicated to this vision.
In addition to the “He Gets Us” campaign, Come Near is collaborating with celebrated Christian artist Jon Batiste, who will perform the national anthem at the upcoming Super Bowl.
Together, they plan to host the Love Riot Festival on February 8 at George Washington Carver High School, situated near a proposed athletic field for local high schools and middle schools in the 9th Ward.
This partnership underscores a commitment to community engagement and musical celebration leading up to the big game.
Source: Religionnews
