In his 2010 book Jesus: A Biography of a Believer, Catholic historian Paul Johnson writes, “Greater love has no man than this, that a man lay down his life for his friends” (John 15:13). I am commenting on the famous words of Christ. ):
But by friend he meant everything without exception. There was nothing special about Jesus and his teachings. His message was the most comprehensive of such communications. No one before or since has so confidently, warmly, and so naturally extended his reach to all of humanity.
Only the Son of God can love humanity as a whole, but it has always been the role of mere humans to unite humanity. The story of Christianity is primarily the story of Christians adapting every means at their disposal to spread the good news.
meanwhile “He’ll get us.” This is not the first effort to leverage the influence of mass media in communicating the message of Jesus, but it is certainly one of the most ambitious. This campaign, which he launched in 2022 with a budget of $100 million, uses all the sophisticated techniques of modern institutions to spread the gospel.
“We can treat each other with respect and dignity. That doesn’t actually mean we have to give up our beliefs or beliefs. Jesus never strayed from his mission.”
After 10 market test campaigns at the end of 2021, “He Gets Us” expanded nationally by competing in the 2022 NCAA March Madness Tournament. That summer, baseball fans encountered “He Gets Us” signs at ballparks across the country.
Live sporting events are a key focus of the campaign, ‘He Gets Us’ consultant and spokesperson jason vanderground Tell Aline. “We just look at the media today and think, how can we get that message across where people are paying attention?”
The campaign’s most notable media expenditure was the Super Bowl telecast. After making waves with its first Super Bowl ad in 2023, “He Gets Us” returned to last month’s game with a brand new spot depicting foot washing as a symbol of humility that bridges political and ideological divides. .
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Reactions to the ad highlighted some of these differences. Although the image itself says nothing about sexuality, progressive It made up for its lack of aggression by pointing out that the nonprofit organization behind the ad, Cam Near, has ties to “far-right” groups promoting “anti-LGBT” policies.
There was even more vocal backlash from conservatives, who accused the spot of showing an overly feel-good image of Jesus.
BlazeTV host Allie Beth Stuckey I wrote to X“If you have the money and opportunity to buy Super Bowl advertising space, please share the gospel. Spend your money on vague mumbo jumbo that makes Jesus into our image instead of portraying him as King and Savior.” Don’t waste it.” ”
For VanderGround, who considers himself a “follower of Jesus,” such criticism from fellow Christians misunderstands the purpose of the campaign. It is not addressed to them, but to “spiritually open skeptics.” How can we get them interested in Christianity? VanderGround said extensive preliminary research suggests that the most effective method is to lead with the person of Jesus, rather than with doctrine or history.
”[They] If you look at Christianity, you’ll see a lot of hypocrisy. …But when we talk to them about Jesus…it is Jesus who Americans connect with, far away. And they say there was someone who loved unconditionally, who was kind, forgiving, compassionate, welcoming, and loved everyone. ”
These attributes are especially attractive given the current climate in the country, VanderGround continues. “We need [these qualities] Now it’s all about the anxiety, the loneliness, all the toxicity, the tension. For them, Jesus seems to be a very good example of how to proceed. [this] Type of environment. ”
Of course, following Jesus also includes heeding his call to repentance, which critics say is notably absent from the campaign. But the important thing about “He Gets Us” is that we all get a chance.
“Jesus invited everyone,” Vanderground says. “And in many cases, there were no prerequisites for spending time with God, hearing from God, interacting with God. God said you had to do something first before you could have it.” I didn’t say that.”
One would think that no Christian would object to this, but the politically charged pairings in the photo (a pro-life activist and a woman seeking an abortion, a white suburban mother and an immigrant, a priest and a gay rollerblader) ) is in the lead. Some conservatives see foot washing as another act of surrender to awakening.
VanderGround disagrees, pointing out that the apostles whose feet Jesus washed were by no means moral paragons. Judas quickly betrayed him, Peter denied him, and Matthew’s career as a tax collector was particularly abhorrent.
“We can treat each other with respect and dignity. That doesn’t actually mean we have to give up our beliefs or beliefs. Jesus never strayed from his mission.”
When it comes to the campaign’s mission, the controversy doesn’t seem to be holding it back. In the days immediately following the Super Bowl, 1.2 million people visited his website, “He Gets Us,” and many stayed longer than average. During the same period, 16,000 people signed up for the free service. 7 week bible reading plan “He Gets Us” was shared via the popular YouVersion platform.And over 6,000 people have registered Small online discussion groups.
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“He Gets Us” plans to debut the next phase of the campaign this spring as it continues to track audience responses to what Vanderground likens to polite and friendly “sidewalk conversations.”
It is often said that the church is a hospital for sinners. In other words, each one of us. But no one accepts the healing it offers without first admitting that they are sick. For VanderGround and the “He Gets Us” team, the best guide to convincing people to consider this first step is Jesus himself, with his fundamental willingness to meet people where they are.
To illustrate this, he mentions one of his favorite images in advertising: a daughter washing her alcoholic mother’s feet. “I think a lot of us think, I’ve been there, too. I’ve had parents and loved ones who have hit rock bottom and just need help. This is the perfect opportunity for that.” [to happen] It is unconditional love, and it works in a very special way within a person. ”
