The Gospel will reach millions of people watching Super Bowl LVII this year through an advertisement campaign called “He Gets Us”, which emphasizes the humanity and divinity of Jesus Christ.

In 2022, the campaign launched to reach people with the Gospel truth through television, radio, billboards, digital ads and experiential platforms. The ads, which had a budget of $100 million, highlight Jesus’ humanity, showing how He was a refugee who disdained hypocrisy and was unfairly judged as other marginalized members in modern society.

WXMI-TV reports Haven, a branding company based in Grand Haven in Michigan, has spent $20m to run a 30-second “He Gets Us” ad during the Super Bowl. A 60-second ad will be running in the second half. The broadcast is expected to be seen by more than 100 million people.

We hope you will see Jesus’s experiences with emotions and challenges. The campaign website says that they want to offer a safe space for people to ask tough questions.

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“We also want to share Jesus’ openness with people whom others may have overlooked. His message reached all. Even though religious people may seem judgmental or hypocritical, Jesus didn’t like that. Jesus instead taught radical compassion and stood up to the marginalized.

The family that owns Hobby Lobby and other Evangelical groups such as The Signatry, a foundation based out of Overland Park in Kansas, is believed to have funded the ads. According to CBN, the Luis Palau Association, the National Association of Evangelicals and other organizations have joined the movement.

Haven’s president Jason Vanderground stated in an October interview to Religion News Service that Haven “hopes” to bridge the gap between Jesus’ story and the perception of his followers.

Vanderground stated that Jesus said, “People will know my followers by how they love one another and the way in which they interact with one another.” “I believe that when we look at American Christianity today, we don’t see nearly as many of that — which concerns a lot.

Jon Lee, one the principal architects of the campaign, stated to the outlet that the goal was to “give voice” to the energy of like-minded Jesus followers. This includes those who are in the pews as well as those that aren’t. They are ready to reclaim Jesus’ name from those who misuse it to judge, harm, and divide people.

The ads have already been seen by around 100 million people, thanks to billboards in New York City and Las Vegas, banner ads online, and other media. The ads were previously shown during the NFL playoffs, MLB games, and March Madness.

According to Vanderground, the campaign has resulted in about 30,000 people signing up for Bible reading plans.

Vanderground stated, “Our research has shown that many people only have exposure to Jesus through Christians who do not reflect him fully and in ways that make it difficult for them to see his radical compassion and love of others.” Vanderground stated, “We believe that it is more important than ever that the authentic and real Jesus be presented in the public market as he is in his Bible.”

All advertisements direct people to the campaign website “He Gets Us”.

“Our hope is for you to see Jesus’ experiences with emotions and challenges just as we have. The website states that we want to offer a safe space for people to ask tough questions.