Jesus rebranding campaign will run two Super Bowl ads

The “He Gets Us” campaign launched last year to rebrand Jesus is making its way to the Super Bowl. The group plans to run national 30- and 60-second spots during the 2023 game according to a spokeswoman for Lerma/, the agency that created the campaign alongside Michigan agency Haven.

The agencies behind the project offered similar descriptions of the two ads.

“The ‘He Gets Us’ Super Bowl spots will explore how the teachings and example of Jesus demonstrate that radical love, generosity, and kindness have the power to change the world,” Jon Lee, a principal at Lerma/ said in a statement. The ads “will explore how Jesus had a set of beliefs, convictions, and principles, but always treated others with radical love, compassion, and forgiveness," Jason Vanderground, president of Haven and a “He Gets Us” spokesperson, added.

The campaign launched in December 2021, with videos that compare Jesus’s life experience to that of other archetypes in society such as a teen mom or someone struggling with mental health issues. “He Gets Us” also includes a website where people can learn more about Jesus.

After completing a 10-market, multimillion-dollar test the campaign gained a $100 million investment to make the ads more nationally focused in March. The campaign is backed by a coalition of Christian donors.

In the first 10 weeks of the campaign, it garnered 32 million views on YouTube and nearly  500,000 site visitors, according to a March statement from the “He Gets Us” team.

“We wanted people to know that no matter what your thoughts are about Jesus, the story of Jesus is the story of a man who dealt with all of the struggles that we deal with every day,” Lee said in December when the campaign launched. “We try to uncover moments and stories in scripture that maybe are not often talked about in the story of Jesus.”