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A scene from a 30-second Super Bowl commercial created by the Servers Foundation for its “He Help Us” campaign.Credit…He gets us, LLC

Between the ads for fries, stunt beer, and celebrity guests, two ads with a different kind of message are popping up during the Super Bowl: points for the “He Gets Us” campaign promoting Jesus. Christ.

The 30 and 60 second slots are part of a multi-million dollar campaign from the nonprofit Servant Foundation, which also runs the business as an organization called Signatry. The 30-second ad, featuring pictures and videos of children playing and hugging, ran after the first quarter of the game. The longer show is expected to run in Q4 and will show a series of photos of people arguing and confronting others. At the end of the ad, the message “Jesus loves those we hate” appeared on the screen.

Since its nationwide rollout in 2022, the “He Gets Us” campaign has paid for billboards in US cities and won slots in numerous sporting events. Its videos connect Jesus with contemporary issues like immigration, artificial intelligence, and activism. Each section ends with an invitation for viewers to visit the “He Gets Us” website to learn more.

Jason Vanderground, president of Haven, the agency behind the ads, said the campaign aims to increase Jesus’ relevance in American culture.

The videos, he said, are aimed at “spiritually open skeptics” and are not affiliated with any branch of Christianity.

The identities of most advocates of the promotion are anonymous. But Hobby Lobby founder David Green, who has a history of funding right-wing causes, has said he is a donor. Mr. Vanground confirmed that the Green family had between sponsors.

The Servant Foundation has donated more than a billion dollars in recent years to religious, political and educational organizations, including several that align with right-wing and anti-abortion political causes.

Some evangelists have criticized the ads, questioning whether Jesus depicted in the ads is biblically accurate, and raising concerns about the money spent on the campaign.

Erick Erickson, a conservative talk show host, said he was hesitant to criticize the sponsors but added: “Honestly, I think the biggest problem is: You want to share God. Jesus with a crowd that hasn’t gone to church, that money for TV ads is probably not the way to do it.”

Ed Stetzer, a prominent evangelical Christian who advises “He Gets Us,” said he understands concerns that the money for the campaign could be used elsewhere. But “if millions of people are moved and maybe even affected by this and become more Christlike,” he says, “there really are a lot of resources that will flow out of changed hearts.” their exchange.”

He added, “I think it would be successful if millions of people left questions about who Jesus is, how to learn more.”


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