Dallas agency Lerma is headed back to the Super Bowl spotlight with a new "He Gets Us" commercial titled "More," set to air during Sunday’s game. The 60-second spot sprints through a parade of modern cravings, from toy rooms that look like warehouses to endless social feeds and cosmetic touchups, before ending on the line, "There’s more to life than more." The full clip quietly appeared online earlier this week ahead of the NFL’s biggest broadcast.
What’s in the Spot
The film opens on a child hemmed in by dolls, then jumps through quick cuts of gambling tables, mirror selfies, virtual-reality headsets and fast cars. The pace finally slows on a lone figure in a still, open landscape. The sequence asks whether Jesus can point to something beyond constant consumption, according to Adweek.
Loaded Words and the Creative Shift
"More" is the fourth entry in Lerma’s "Loaded Words" series, a platform the shop began rolling out late last year that turns short, emotionally charged words into the starting point for bigger conversations. Feleceia B. Wilson, a brand strategy principal at Lerma, told The Dallas Morning News that the work zeroes in on small words that carry a lot of meaning.
Past Pushback and Funding Questions
Even with this softer, more reflective approach, "He Gets Us" is no stranger to controversy. Earlier commercials that touched on abortion and immigration drew criticism from across the political spectrum. The Associated Press has reported on links between the campaign’s backers and donor-advised funds tied to conservative legal efforts, while funding controversy coverage has documented Lerma’s previous Super Bowl spots and the debates they stirred, per Hoodline.
How It Was Made and When It Will Run
The production itself moved quickly. The team shot five separate spots in Los Angeles over a short schedule. Production company Prettybird partnered with director Salomon Ligthelm, who chose to film on celluloid to give the work a more cinematic texture. Industry trackers say the full "More" spot was uploaded online Feb. 4 and that its 60-second Super Bowl placement is slated for the second half of the broadcast, although the campaign has not nailed down an exact quarter, according to Marketing Dive.
Why It Matters to Dallas
Lerma’s repeat Super Bowl appearances keep a Dallas agency in the national advertising mix and highlight how a local shop can help steer a very public conversation about faith and culture. Adweek notes that Come Near’s board features national evangelical leaders and major donors, and that the campaign’s multiyear, multimillion-dollar scope has only intensified curiosity, along with skepticism, about who is shaping mainstream images of Jesus.
Whether viewers see "More" as a gentle spiritual nudge or a calculated public-relations move, the spot is poised to reach a massive audience, since the Super Bowl kicks off Sunday at 5:30 p.m. local time in Santa Clara. Industry watchers again place the ad in the game’s second half, and coverage suggests the conversation it is trying to spark will keep going long after the final whistle, per Marketing Dive.
