A Dallas ad agency has made waves with its "He Gets Us" Super Bowl campaign, which aimed to spread Jesus’ message of love across societal divides, according to an article from FOX 4 News. The ads from Lerma agency, which aired Sunday night, included scenes of foot-washing and a diverse cast at a family planning clinic, geared towards encouraging unity and compassion.
In a post-Super Bowl environment where ad space is a premium, these commercials from Lerma were particularly notable for their emphasis on ideological bridging, featuring a spot that addressed “Who is my neighbor?” at a Dallas dive bar and another showcasing an act of service symbolic of acceptance and humility, an image resonant with those acquainted and distant with church teachings alike. Despite the striking visuals and call for unity, "He Gets Us" has faced scrutiny about the divergent beliefs of its financial backers, some of whom have supported anti-LGBTQ+ and anti-abortion causes, a detail examined by The Dallas Morning News.
Pedro Lerma, CEO and founder of Lerma, expressed pride in conveying Jesus’s teachings, and the firm intends to continue its mission by broadcasting during numerous upcoming events, including the Paris Olympics and both the Republican and Democratic conventions, as told by the agency's campaign spokesperson Greg Miller to the Associated Press. The ads, reaching a voluminous audience with an estimated 715,000 website views within a day of airing, are part of a strategy to incite thought-provoking dialogue about Jesus’s life and teachings.
Despite the campaign’s welcoming disposition, critics have pinpointed an inconsistency between its message and the historical funding sources, such as the Servant Foundation which is no longer associated, now handoff to a new nonprofit named Come Near. The Lerma agency contends the project aims to present Jesus in new thought-provoking ways that welcome individuals of all backgrounds including the LGBTQ+ community, as stated on their website, they emphasize, "Jesus loves gay people and Jesus loves trans people … No matter who you are, YOU are invited to explore the story of Jesus and consider what it means for your life." Other faith-based ads had their share of the Super Bowl ad scene, with a spot from Scientologists and an ad for the Catholic prayer app Hallow making their broadcast, according to spokespeople mentioned by The Dallas Morning News.
Amid a culture where expressions of faith are intertwined with mainstream sports events, the "He Gets Us" campaign sought to capitalize on the Super Bowl's immense viewership to engage a wide audience in exploring the narrative of Jesus, aiming to reach beyond the church walls into the diverse and vibrant arena of the public square, reflecting a season where spirituality and secular spectacle frequently entwine, as Miller communicated in his conversation with the press.
