[ad_1]
After drawing attention to America’s biggest secular holiday with two ads during last year’s Super Bowl, “He Gets Us” will be rebroadcast in more spots during Super Bowl 58.
Both of last year’s commercials that expressed “the love of Jesus” were in the top 15 of USA TODAY’s 2023 Advertising Meter, which ranks commercials by consumer ratings.
The first ad of 2024 was titled “Foot Washing” and aired during the first quarter of the game. It showed various still images of people, including a woman, washing their feet outside a family planning clinic, ending with the slogan, “Jesus didn’t teach hate. He washed his feet.”
“What’s different about this year is that 2024 is a presidential election year, and all of that conflict and hostility will be amplified by the presidential election,” said Jason VanderGround, president of marketing agency Brandhaven, based in Crain’s Grand Rapids.・Told business.
“We’re very intentionally trying to build on last year’s message and not show people fighting, but show them what it looks like to love your neighbor. It is.”
The second commercial in the campaign, “Know Your Neighbor,” aired in the second quarter.
What does “He will get us” mean?
The He Gets Us website says the ad campaign is “not affiliated with any individual, political position, church or religious denomination.”
VanderGround told The Associated Press before the 2023 Super Bowl that “He Gets Us” is “trying to send a message to people who are open-minded but skeptical.”
The “He Gets Us” campaign was held on the Saturday before the Super Bowl at a day of service at the Las Vegas Community Center, with several current and former NFL players participating, handing out groceries and hot meals, and athletes It took place while leading the children to football practice and games.
Who is behind the “He Gets Us” commercial?
The “He Gets Us” campaign was launched in 2022 by the Servant Foundation, but this year it is being run by the newly formed nonprofit organization Come Near.
The nonprofit’s stated goal is to “share the life and love of Jesus in thought-provoking new ways.”
Come Near’s CEO is Ken Callwell, a former executive at Wendy’s and Domino’s Pizza.
What is the Servant Foundation?
The first organization to launch this campaign in 2022 was Servant Foundation, also known as The Signatry, a Kansas-based nonprofit organization. The “He Gets Us” campaign switched ownership to Come Near last year.
The Signatry is a donor-advised fund that describes itself as a “Christian ministry that seeks to build God’s kingdom by inspiring world-changing generosity.”
The organization donated $50 million to the Alliance Defending Freedom from 2018 to 2020. In 2016, the Southern Poverty Law Center designated ADF as an anti-LGBTQ hate group because it supports the criminalization of homosexuality and approves of the imprisonment of LGBTQ individuals who engage in consensual sex.
ADF told USA TODAY in 2023 that it “categorically rejects” this classification by the SPLC, calling it “an intentional misrepresentation of our research.”
The He Gets Us website states, “Let us be clear: Jesus loves gay people. Jesus loves transgender people. The LGBTQ+ community is committed to all people. We are likewise invited to explore the story of Jesus.”
Who is funding “He Gets Us”?
In 2023, Hobby Lobby founder David Greene told right-wing talk show host Glenn Beck that his family was helping fund advertising for Super Bowl 57.
In 2014, the Supreme Court ruled that Hobby Lobby and other “closely affiliated companies” could continue to deny health insurance coverage for some or all contraceptives based on religious objections. The verdict was a huge victory for Green & Hobby Lobby. This ruling affected more than 60 million American workers.
Contributor: Gabe Lacques
[ad_2]
Source link
