What is the ‘He Gets Us’ Jesus commercial, and who is behind it? : NPR

Screenshot of one of the ‘He Gets Us’ campaign ads, this one on Reddit.

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Patrick Wood / NPR

Screenshot of one of the ‘He Gets Us’ campaign ads, this one on Reddit.

Patrick Wood / NPR

Welcome to the new NPR series, where we highlight the people and things that are making headlines – and the stories behind them.

Jesus Christ is now at the center of a multi-million dollar advertising campaign funded by founder Hobby Lobby and others, which appears to be just getting started.

Who is he? Well, in Christianity he is called a son of God. But in this scenario, “He” is at the center of a marketing campaign that has spread across the United States, spreading between billboards, online banner ads, and the upcoming Super Bowl commercial.

• All advertisements are derived from the main idea of ​​”He Gets Us”. They discussed how “He” (Jesus Christ) was a refugee, despised hypocrisy and was just as unfairly judged as other marginalized members of modern society.
• In one of the ads, a slideshow of black and white photos that tells the stories of Central American migrants who had to flee their homes to avoid persecution. Finally, it is revealed that the story told is that of Jesus and his parents, Mary and Joseph.
• Ads are partially sponsored by family owned Remarkable religious craft shop hobby lobby chain, based on Christianity today, as well as other mission groups, including a foundation called The Signatry. Other donors have kept their identities anonymous.

What is the big problem? It’s part of a well-funded campaign just getting started.

• Bob Smietana, a national correspondent for Religious news service, in an interview with NPR.
• Smietana says the campaign is trying to appeal to groups that may have felt excluded or repulsed by the church in recent years, such as members of the LGBTQ community, different races and ethnicities, those who lean toward more liberal politics or who who have kept up with abuse scandals.
• The team behind the campaign also bought an ad slot for the Super Bowl this Sunday, one of the Expensive brand platform out there. The estimated cost for those ads would be around $20 million.
• In an interview with Christianity todayThe branding company for the campaign says the plan includes a $1 billion investment for the next three years, a budget equivalent to that of a major brand.

What are people saying? Smietana tell NPR The campaign took place at a time of decline in organized religion:

“I think spending that much money, again, is kind of an admission on their part that there’s a problem. And, you know, there’s a problem with organized religion in America. It’s happening. In decline, congregations are in decline, and so are these advertisements, a way of reprimanding their Christians by saying, ‘Jesus is like this, and maybe we know. that, and we may not act like Jesus.'”

“But I think it goes back to the issue facing American Protestants in particular is that their political ambitions and their deep religious and moral beliefs are in conflict right now. . So the things that will help them win politically will alienate people.”

And, of course, the social network had some thoughts:

So what now?

• The upcoming Super Bowl is expected to increase viewership, with an estimated 100 million viewers of the broadcast
• That means many people are likely to send confused tweets about “Jesus Ads” – a Twitter search term that was flooded after the “He Gets Us” ad aired during the week. the Grammy Awards on Sunday.

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