A group that includes wealthy Christian boosters is using the biggest megaphone TV marketing money can buy on Sunday to spread the word with two new ads that proclaim “He Gets Us.”
That may help explain why there are so few faith-related ads during the big game, said Paul Putz, assistant director of Baylor University’s Faith & Sports Institute. “Football players themselves have often been the advertisements for Jesus,” he said.
In 2010, the anticipated debut of a Super Bowl ad by Focus on the Family, a conservative Christian ministry long involved in anti-abortion efforts, received pushback from abortion-rights advocates and others in the run-up to the game. The ad featured Pam Tebow, mother of football star Tim Tebow, talking about her challenging pregnancy with her son. She chose not to have an abortion despite medical concerns.
On other occasions, religious themes have been used in a light-hearted way to sell everyday products: In 2018, a Toyota ad featured nuns, a priest, a rabbi, an imam and a Buddhist monk. A California church created a humorous Doritos ad that aired in 2010 after winning the snack brand's Super Bowl ad contest.
The “He Gets Us” campaign, which was launched in March 2022, is funded by Hobby Lobby CEO David Green and other anonymous donors. The ads direct people to a website, where they can learn more about Jesus, find Bible reading plans and connect with people online or in-person who can answer their questions.
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