“He Gets Us” Ads: What Viewers Deserve to Know 📺✝️
An in-depth guide to the campaign’s hidden framework, funding, messaging tactics, and public controversies.
💡 Key Takeaways: What You Need to Know
| ❓ Critical Question | ✅ Quick Answer |
|---|---|
| Who runs “He Gets Us”? | A nonprofit called Come Near, structured as a church for tax reasons. |
| Where does the money come from? | Private evangelical donors, including Hobby Lobby’s billionaire founder, David Green. |
| Is it tied to politics? | Indirectly—funders support conservative Christian causes, though the ads present neutrality. |
| What’s the message of the ads? | Jesus is relatable and compassionate, not judgmental or dogmatic. |
| Are the ads trying to recruit people to church? | No, not directly, but they link to faith-based connections through church networks. |
| Why are critics concerned? | There’s a gap between the inclusive tone and the politically conservative funders’ agendas. |
| How much does this cost? | The campaign has spent hundreds of millions—including $20M+ on Super Bowl ads alone. |
🔍 What Are These Ads Actually About?
The “He Gets Us” campaign introduces Jesus not as a religious figurehead, but as a relatable human being. These are not traditional church ads. They feature short, emotional clips showing:
- Jesus misunderstood by his peers
- Jesus serving outsiders
- Jesus loving enemies in a divided world
Each ad ends with a simple, bold statement like:
| 🎞️ Ad Message | 📣 Tagline Example |
|---|---|
| Jesus welcomed outsiders | “Jesus struggled too.” |
| Jesus defied labels | “He gets us. All of us.” |
| Jesus rejected hate | “Love your enemies.” |
The visuals are black and white, and the tone is minimalist—but emotionally heavy. The goal? Create empathy before theology.
🏛️ Who’s Paying for This—and Why?
Though the messaging avoids overt religious branding, the funding is unmistakably evangelical. The campaign is powered by private donations, many from conservative Christian networks.
| 💰 Known Funder | 📌 Role in the Campaign |
|---|---|
| David Green (Hobby Lobby) | Publicly confirmed major donor; supports evangelical missions. |
| The Signatry (Servant Foundation) | Funded the first phase; also funds anti-LGBTQ and anti-abortion groups. |
| Come Near | Current nonprofit manager; structured as a church, limiting financial transparency. |
While most donors are anonymous, their ideological leanings are reflected in their giving history. And that’s where public skepticism arises.
🎯 Are the Ads Truly Apolitical?
On the surface, yes—the campaign focuses on universal human struggles, not elections or laws. But beneath that, political associations emerge.
| ⚖️ Surface Message | 🧠 Underlying Tension |
|---|---|
| “Jesus understands us” | Funders support partisan causes like anti-LGBTQ litigation |
| “Radical compassion” | Critics argue it masks ideological goals behind soft language |
| “Cancel culture” references | Implies cultural alignment with conservative talking points |
Experts like Josiah Daniels argue that “neutrality is a political stance”, especially when the backers have well-documented agendas.
💸 Why Does It Cost So Much?
This is not your average Sunday school promo. “He Gets Us” is operating on a corporate scale, with spending that rivals major commercial brands.
| 📊 Media Channel | 💵 Estimated Cost |
|---|---|
| Super Bowl Ads (2023–2025) | $60M+ across 3 years |
| National TV and streaming | Millions more per year |
| Digital campaigns (YouTube, Google, social) | Targeted ad spends in key demographics |
| NASCAR sponsorship and events | High-profile placements and athlete endorsements |
Total projected budget? Up to $1 billion over several years. That’s an unprecedented amount for a religious campaign.
🤔 Is This Just About Getting People to Church?
Not directly. The campaign avoids telling people to attend church or convert. Instead, it uses digital tools—like Gloo, a faith-tech platform—to connect interested viewers with churches.
| 🧭 Digital Outreach Method | 🔗 How It Works |
|---|---|
| Gloo platform integration | Matches users with nearby churches if they opt in |
| Live chat feature | Offers conversation, not conversion |
| Website content | Provides articles on Jesus, identity, social issues |
But there’s no transparency on what kind of churches people get routed to, which raises concerns for those seeking inclusive or progressive spaces.
⚠️ Why Are Some People Upset?
Despite its gentle tone, “He Gets Us” has triggered criticism from both progressive and conservative voices—each for different reasons.
| 🧨 Critic | 🔥 Main Concern |
|---|---|
| Progressives (e.g. AOC) | Ads feel like a mask for right-wing agendas |
| Conservatives (e.g. Charlie Kirk) | Campaign is too woke and soft on cultural issues |
| Pastors and activists | Money should be used for real-world service like feeding the poor |
| LGBTQ groups | Funders support anti-LGBTQ litigation behind the scenes |
This disconnect between the public image of Jesus as radically inclusive, and the private values of campaign funders, is where the tension sits.
📈 Is It Actually Working?
In terms of visibility, absolutely. The campaign has exploded across platforms and generated massive online traffic.
| 📊 Reach Milestone | 📌 Impact Snapshot |
|---|---|
| 100M+ reached by Oct 2022 | Through ads, web traffic, and social media |
| 122M+ views on YouTube | Video content like “The Rebel” sparked wide conversation |
| #8 on Super Bowl Ad Meter | Indicates emotional resonance with viewers |
| Spike in Google searches for Jesus | Especially after each Super Bowl airing |
What remains unclear is whether this translates into spiritual transformation, community engagement, or long-term shifts in public trust of Christianity.
🧠 What Should Viewers Keep in Mind?
| 👁️ Watch For | 💬 Why It Matters |
|---|---|
| The contrast between tone and funding | Ads say “love”; funders push restrictive social policies |
| The use of soft visuals to soften sharp ideologies | Not every gentle ad has gentle intent |
| Church status used to limit financial transparency | Donations are legal—but not open to public scrutiny |
| The psychological power of storytelling | Emotional marketing can influence belief before belief is fully understood |
FAQs
🗣️ COMMENT: “Why are the ads trying to make Jesus look like a social activist?”
The campaign intentionally reframes Jesus as a humanitarian figure, deeply engaged in empathy-driven, relational actions—like helping the marginalized, confronting injustice, and crossing cultural divides. This isn’t accidental; it’s rooted in the campaign’s attempt to rescue Jesus from institutional religion and present him as personally relatable, especially to younger audiences disillusioned by the church’s politicization.
| 👣 Reframed Trait of Jesus | 🌍 Modern Connection Used |
|---|---|
| Washed others’ feet | Symbol of humility and racial reconciliation |
| Challenged religious elites | Parallels critiques of institutional power |
| Ate with outcasts | Reflects inclusion across social divides |
| Fled violence as a child | Invoked in immigration-themed messaging |
By emphasizing service, not sermons, the campaign seeks to deconstruct stereotypes about Jesus being rigid, controlling, or aligned with culture wars.
🗣️ COMMENT: “Why not just use this money to help the poor directly instead of buying ads?”
A crucial ethical critique. Supporters of the campaign argue that media evangelism is outreach, and the goal is to plant seeds that could change hearts long-term. But critics emphasize that Jesus consistently prioritized material care for the vulnerable, not broadcasting a brand.
| 🏦 Campaign Investment | 🍞 Alternative Impact Potential |
|---|---|
| $20M on Super Bowl ads | Could fund thousands of food banks or shelters |
| $1B projected over years | Could eliminate student lunch debt in dozens of states |
| High-end video production | Could fund clean water access globally |
The contrast between media messaging and Jesus’ teachings on simplicity and sacrifice leaves many wondering if this strategy truly aligns with the core values it claims to represent.
🗣️ COMMENT: “Is this secretly about recruiting people into conservative churches?”
While there’s no public claim of recruitment, the digital infrastructure does connect interested users to a network of partner churches—most of which lean theologically conservative, even if they vary in denomination. The theological filter applied is subtle but strategic.
| 🧠 Stated Purpose | 🕵️ Functional Result |
|---|---|
| “Reintroduce people to Jesus” | Routes leads to vetted evangelical churches |
| “Not a back-to-church campaign” | Uses church-style IRS classification |
| “No statement of beliefs” | But partners affirm Lausanne Covenant |
| “Jesus loves everyone” | Yet many churches oppose same-sex marriage or female clergy |
So, while it doesn’t preach explicit dogma, the back-end mechanics of the campaign tilt toward doctrinally strict faith communities, often without users realizing this upfront.
🗣️ COMMENT: “How does the campaign decide what kind of Jesus to portray?”
The image of Jesus presented is the result of data-driven research, not traditional theological reflection. The campaign conducted massive national surveys to understand what version of Jesus would resonate with disconnected Americans—particularly those hurt by religion or turned off by Christian hypocrisy.
| 🧪 Research-Based Strategy | 🧭 Selected Narrative Themes |
|---|---|
| Surveys with non-practicing Christians | Focus on emotional relevance, not dogma |
| Feedback from skeptical Millennials & Gen Z | Emphasis on mental health, justice, empathy |
| Cultural distrust of organized religion | Downplay of church language, clergy, or preaching |
| Associations with political Christianity | Reinvention of Jesus as politically ambiguous |
This makes Jesus feel more approachable, but it also selectively edits out his more controversial teachings—about sin, sacrifice, or salvation—leading some to question if it’s still biblically faithful or merely culturally engineered.
🗣️ COMMENT: “Why is the campaign so vague about its beliefs?”
The vagueness is deliberate branding, designed to cast the widest net possible. By avoiding creeds, denominational jargon, or theological specifics, the campaign maintains a broad appeal to people from various spiritual backgrounds—or none at all.
| 🧩 What’s Missing | 🎯 Why It Was Omitted |
|---|---|
| No public doctrine page | Reduces religious gatekeeping perception |
| No mention of sin, hell, salvation | Avoids triggering spiritual trauma or resistance |
| No invitation to conversion | Keeps engagement non-threatening and open-ended |
| No visible church logos | Disassociates from divisive denominations |
But this approach comes at a cost. For theologically grounded audiences, the lack of clarity feels like spiritual evasion, not honest outreach.
🗣️ COMMENT: “Is this part of a bigger evangelical rebranding?”
Yes, in many ways it is. The evangelical movement—particularly its wealthy donor class—is aware that it has suffered severe reputational damage over the last two decades. From scandals to political entanglement, the word “evangelical” now carries cultural baggage.
“He Gets Us” functions as a kind of cultural reset, trying to rebuild trust by focusing on a rebranded, emotionally intelligent Jesus, rather than promoting specific churches or denominations.
| 🧱 Brand Damage | 🔧 Campaign Response |
|---|---|
| Evangelicals seen as judgmental, political | Present Jesus as apolitical, compassionate |
| Religious right linked to exclusion | Ads highlight acceptance, unity, and empathy |
| Distrust of mega-donors and secrecy | Campaign uses anonymity to protect funders, not spotlight them |
| Declining church attendance among young people | Ads bypass church entirely and go straight to personal identity |
Rather than deconstructing evangelicalism, the campaign is reconstructing it under a new marketing veneer—softened, stylized, and strategically silent on key beliefs.
🗣️ COMMENT: “Is there any follow-up after someone responds to a ‘He Gets Us’ ad?”
Yes—though the follow-up varies depending on how and where someone engages. The campaign uses digital tools to create a non-intrusive path for deeper exploration. Users who click links or respond to chat prompts on the campaign website may be gently guided toward a local church or faith-based content.
| 💬 User Action | 🔗 System Response |
|---|---|
| Click “Connect with someone” | Routes user to a partner church through Gloo |
| Engages with live chat | Receives encouragement, not pushy theology |
| Signs up for more info | Gets emailed devotionals or reflection prompts |
| Views content without engagement | No tracking beyond basic analytics |
No phone calls, door knocks, or direct proselytizing. The process is engineered to respect privacy while keeping the invitation open.
🗣️ COMMENT: “Are the churches connected to this campaign all the same?”
Not at all, though they do share core theological compatibility. The churches in the He Gets Us network represent a wide spectrum of evangelical denominations—from Baptists and Pentecostals to nondenominational congregations. However, all partners are expected to affirm certain shared values, particularly those expressed in the Lausanne Covenant.
| 🏷️ Denominational Type | 🧠 Common Thread |
|---|---|
| Baptist, Assemblies of God | Conservative on doctrine, Bible-centered |
| Nondenominational churches | Flexible in style, firm in belief |
| Reformed or Evangelical Free | Emphasis on individual salvation |
| Charismatic groups | High-energy worship, same theological core |
While worship styles differ, the campaign ensures a baseline theological alignment, which means more progressive, inclusive, or interfaith communities are typically excluded from participation.
🗣️ COMMENT: “What kind of data does the campaign collect from users?”
User privacy is protected by standard web practices, but some data is gathered—mostly anonymized engagement metrics and opt-in personal info if a user chooses to connect. Here’s how it works:
| 📲 Collected Info | 🔍 Purpose |
|---|---|
| Page visits, click rates | Understand ad effectiveness |
| Geographic location (broad) | Tailor outreach by region |
| Email (only if submitted) | Send optional spiritual content |
| User messages via chat | Train response systems and improve tone |
The platform uses ethical marketing tools, not surveillance tactics. No forced registration, and no sharing with third parties unless explicit consent is given. However, the system is designed to lead toward faith-based resources, which is important to understand when clicking through.
🗣️ COMMENT: “Is there any theological teaching in the ads, or is it just emotional content?”
The ads are intentionally non-doctrinal on the surface, but they’re constructed to evoke core Christian themes through emotional storytelling. There’s no mention of sin, salvation, repentance, or the cross—yet the messaging leans into moral clarity, universal struggles, and hope through personal connection.
| 🎞️ Visual Message | ✝️ Implied Theology |
|---|---|
| Jesus comforts outsiders | God understands suffering |
| Jesus shows empathy to enemies | Grace transcends division |
| Jesus was judged unfairly | Righteousness doesn’t guarantee acceptance |
| Jesus was misunderstood | Being holy doesn’t mean being popular |
It’s a form of “pre-evangelism”—planting spiritual seeds without full doctrinal disclosure. The theological depth comes later, often through the churches users are guided toward.
🗣️ COMMENT: “Why is this ad campaign targeting Millennials and Gen Z?”
Younger generations are less likely to attend church, but not necessarily less interested in spirituality. In fact, research shows that Millennials and Gen Z are often morally and socially engaged, but disillusioned with organized religion’s perceived hypocrisy or political alignment.
| 👥 Target Group | 📌 Why They’re Chosen |
|---|---|
| Millennials (ages 27–43) | Raised in church but walked away |
| Gen Z (ages 12–26) | Spiritual but non-institutional |
| Deconstructing Christians | Seeking faith outside of dogma |
| Unchurched skeptics | Curious about Jesus, cautious of religion |
“He Gets Us” speaks their language—story-driven, visually simple, emotionally intelligent, and free from overt altar calls. The goal isn’t conversion on the spot—it’s creating space for curiosity.
🗣️ COMMENT: “Do the funders control the creative content?”
Funders influence the campaign’s vision by setting the parameters, but professional marketing teams and theological advisors craft the actual messaging. The creative team, led by Haven, a branding agency, collaborates with researchers, theologians, and cultural analysts to keep the content resonant yet safe within sponsor guidelines.
| 💼 Stakeholder | 🧭 Influence Level |
|---|---|
| Private donors (e.g., Hobby Lobby’s Green family) | Set financial priorities and boundaries |
| Theological consultants | Ensure biblical coherence |
| Advertising firms | Design tone, language, and visuals |
| Come Near executives | Maintain brand integrity and mission consistency |
The result is a fine balance between market-tested messaging and ideological guardrails—which is why the tone is inclusive but not affirming of beliefs outside conservative evangelical orthodoxy.
🗣️ COMMENT: “How can someone tell if the church they’re connected to is inclusive?”
Unfortunately, the campaign does not disclose theological positions of individual churches—including stances on LGBTQ+ inclusion, gender roles, or social justice. If someone is looking for a fully affirming church, they’ll need to research independently once connected.
| 🧩 What to Check | 🔍 How to Verify |
|---|---|
| Church website | Look for a clear statement on inclusion or theology |
| Staff bios | Do they include female pastors or LGBTQ+ leaders? |
| Sermon archives | How do they speak about social issues or sexuality? |
| Community engagement | Are they partnered with justice or advocacy groups? |
The campaign offers no filters for values-based preferences, so users must be proactive. For LGBTQ+ Christians or others needing affirming spaces, this lack of clarity can lead to confusing or even harmful experiences if not vetted beforehand.
