Once again, a religious Super Bowl ad campaign assured viewers that Jesus "gets us," marking the second consecutive year.
Two commercials aired on Sunday night emphasized the importance of embracing love and understanding, even when faced with differing beliefs. In one scenario, individuals from diverse backgrounds, including a woman outside a family planning clinic, have their feet washed, symbolizing unity and inclusivity.
"Our goal is to show the universal love and care that Jesus had for all people," stated Greg Miller, spokesperson for the He Gets Us campaign, in an interview with The Associated Press on Monday. According to him, the campaign's website experienced a significant surge in traffic with 715,000 views in the past 24 hours.
The ads received backlash from various ideological perspectives on social media. Some conservatives argued that they were excessively "woke."
Some critics pointed out that the campaign's inclusive and forward-thinking messages appear to contradict the beliefs of certain Christian funders, who have also backed causes that are against LGBTQ+ rights and abortion.
Last year's ads were supervised by the Servant Foundation, which is also a contributor to Alliance Defending Freedom. This organization is well-known for its conservative legal work, including its involvement in overturning Roe v. Wade, the landmark ruling that established the right to abortion across the country. Additionally, they have represented clients who have challenged same-sex marriage and transgender rights.
The family associated with Hobby Lobby also made a contribution to 'He Gets Us.' In the past, they emerged victorious in a landmark legal battle against mandatory coverage of certain birth control methods for their employees, citing their opposition to abortion.
The 'He Gets Us' campaign has been transferred to a new charitable organization called Come Near, which means that the Servant Foundation is no longer in charge of it. The nonprofit expresses its dedication to spreading the teachings and message of Jesus through innovative and thought-provoking means.
Super Bowl Ads Tradition
Another faith-based advertisement featured during this year's Super Bowl was from the Scientologists, encouraging viewers to discover their true identity. An advertisement for the Catholic prayer app Hallow, featuring the well-known actor Mark Wahlberg, was also aired in specific markets during the game.
According to spokesperson Erin Banks, the Church of Scientology has once again chosen to debut a new ad during the Super Bowl, marking the 12th year in a row. The ad takes viewers on a journey inside a church, where they join other curious individuals seeking to understand the world's youngest major religion. It showcases the religion's spiritual technology and its impactful humanitarian campaigns.
Scientology is a comprehensive system that encompasses a range of beliefs, teachings, and rituals with the aim of achieving spiritual growth and improvement. L. Ron Hubbard's 1950 book 'Dianetics: The Modern Science of Mental Health' is considered a fundamental work in the field of science fiction and fantasy literature. Several well-known celebrities, including Tom Cruise, John Travolta, and Kirstie Alley, have embraced Scientology as their chosen religion.
In the NFL, Christianity has been deeply ingrained in the culture for quite some time. Fans are well-acquainted with various displays of faith, such as prayers in the locker room, Hail Mary passes, and players pointing towards the sky after scoring touchdowns.
Super Bowl ads have a long-standing tradition of being wholesome, often reminiscent of a bygone era of American strength. However, these stories often evoke warm emotions, focusing on charitable organizations aiding children with illnesses, the bond of family, or the timeless tearjerker of adorable puppies.
Meanwhile, the Jesus ad aimed to challenge the perception that Christians discriminate by depicting Jesus as compassionate towards everyone. The advertisement featured a series of powerful visuals, showcasing acts of compassion and care.
These included a scene where a woman tenderly washes a young boy's feet outside a "family planning clinic," a touching moment where a policeman washes a young Black man's feet on a gritty street, and a heartwarming image of a woman in a floral dress washing the feet of a girl wearing a hijab in her own front yard.
