Local ‘He Get Us’ commercials split as they seek to unite

As North Texas residents tuned into the Super Bowl last Sunday, many were stunned by a pair of cleverly crafted commercials promoting a completely different type of product: Jesus. The “He Get Us” commercials have made a lasting impression on viewers and have drawn both praise and condemnation from newsrooms around the world.

Dallas-based agency Lerma designed the black and white ad. Texas Monthly noting that one of the authors of this idea, David Morring, sought to “rename” Christ for a modern audience.

“I looked at the word ‘Jesus’ and saw the word ‘us’ at the end,” Morring said. Texas Monthly. “I circled that part. I said wait a second. . . he understands us — we are all in his story.”

The commercials, meant to inspire unity, instead blatantly hit a nerve. Some conservatives, such as activist and radio personality Charlie Kirk, have criticized the videos for allegedly trying to pander to an “awakened” left. Liberals such as New York Rep. Alexandria Ocasio-Cortez, meanwhile, wondered if Christ would have approved the costly $20 million Super Bowl ad.

Others pointed out that the fund that funded the campaign is linked to an anti-LGBTQ+ hate group set up by the Southern Poverty Reduction Center.

The scale of the “He’ll Catch Us” campaign is certainly significant, said J. Sage Elwell, assistant professor of religion and the arts and chair of religion at Texas Christian University. More than a decade ago, The Church of Jesus Christ of Latter-day Saints launched a campaign called “I’m a Mormon,” but its scope pales in comparison.

“Another notable feature of the He Get Us campaign is the production value,” Elwell said via email. “Whether people like it or not, agree with it or disagree, it’s done well.”

According to Carrie La Ferle, a professor of advertising ethics and culture at Southern Methodist University’s Temerlin Institute of Advertising, the “He got us” ad was definitely suggestive. The audience liked the campaign too. From 51 Super Bowl ads, one of the “He Got Us” ads ranked 8th and another ranked 15th. USA TODAYadvertising counter.

“I think people in times of chaos, so to speak, turn to things like that.” – Dr. Carrie La Ferle, SMU advertising professor.

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La Ferlet described the ad’s quality as “strong”—especially its music and images—and said it should resonate with a wide range of people. The advertisers hope to spark conversations at the proverbial water cooler, and since they went on the air they have certainly received a ton of free media exposure.

“I think [we’re] away from the people sitting on the benches,” La Ferle said, “but just making someone think about it is interesting.”

Elwell notes that the ad comes at a time when the number of self-identified Christians in the country is declining. That number is 63%, according to a Pew Research Center report last September, a sharp drop from about 9 in 10 American adults who answered yes in the early 1990s.

Part of this decline may be because people are “tired of seeing so-called ‘good Christians’ doing bad things,” Elwell said.

“From your next door neighbor to senators to celebrities, people who call themselves Christians are behaving differently,” he added. “They don’t turn the other cheek, they don’t show mercy to asylum seekers, they don’t give shelter to the homeless, they don’t feed the hungry, they don’t love their neighbor, and they definitely don’t love their enemies.”
Many people who tick “no” in surveys when asked about their religious affiliation consider themselves “spiritual but not religious,” Elwell said. The “He Gets Us” campaign seems to be aimed at those “nobody” by highlighting some of Jesus’ most basic directives, including love your neighbor (and enemy) and show mercy and compassion.

Elwell believes advertising has the potential to help bring more people to the church in the short term, but sustaining that growth can be difficult. The ad, he said, offers a “non-religious” version of Christ as a refugee, activist, influencer and rebel. However, the problem is that even non-denominational institutions must eventually decide on some doctrine that may alienate new members.

Some say that Christianity is beginning to revive. Case in point: La Ferlet noted that for more than a week, students at a Christian college in Kentucky have been praying around the clock, and now people are even flying in to join the marathon ministry.

Horrible events have dominated the news in recent months, from devastating earthquakes to mass school shootings, La Ferlet said. Some may look to religion to provide a solid foundation during times of social upheaval such as the coronavirus pandemic. “I think people in times of chaos, so to speak, turn to things like that,” she said. “So maybe this is the perfect time to drop this as food for thought.”