The He Gets Us advertisements during the 2024 Super Bowl were beautifully done. They were also at the time a lightning rod for criticism.
Two commercials premiered: Foot Washing and Who Is My Neighbor?
Mike Cosper of Christianity Today captured the controversy best when he tweeted (or is now X’d?): The ad was too “woke” for the folks I follow on the center-right (“Where were the MAGA hats?”) And too expensive for the folks I follow on the center-left (“Why not sell the perfume and give the money to the poor?”)
He Gets Us (HGU) gets us. They do.
And the people behind the movement do so in three ways:
Solid Theology
HGU follows the C.S. Lewis’ apologetic agenda for reaching non-believers. He emphasizes the mere essentials common among all the branches of Christianity. Then Lewis addresses the non-believer with the rationality of the faith. He knew, as was his experience, the existential comes later.
HGU website states: “the story of Jesus doesn’t belong to anyone. It has something to offer to everyone — inviting Christians, non-Christians, and those who aren’t sure what they believe to consider Jesus.
I also know of the leadership behind it, and they are solid in their theological and Biblical beliefs.
Superb Communications
Competing well in the very loud world of online videos, social media, and creative production is essential if the Gospel is to be heard by the masses. It is just the context of ministry today.
Fine art photographer Julia Fullerton-Batten captures quite vivid imagery in the Foot Washing video that blends realism with dramatic color juxtaposing two seemingly different people in the act of footwashing. It is beautiful. It is eye-catching. It is authentic creativity that we have been trained to spot, and offer our attention.
Missional Evangelism
Smartly, HGU keeps the main thing the main thing. They want to get the conversation going about Jesus, and counter the cultural narrative of Him.
No commercial can possibly capture all the nuances of Christian theology. Those who decry the lack of repentance and confession in the commercials place themselves on a high horse of hubris. It’s a conversation starter!
Also, HGU doesn’t affiliate with any church, and they offer a concrete next step: small discussion groups. For today’s average person, church affiliation would get in the way. Their QnA section wisely addresses LGBTQ stances by not addressing it beyond all people are loved by God. They are.
We can be sure that when the Holy Spirit begins to move, and people want more insight on Jesus, there are plenty of places (churches!) they can go and get answers.
I’m glad HGU gets me, the non-believer today, and how to do evangelism well.
They get us.
EXTRA: enjoy this fun corollary video that came out a day later that is entitled, He Saves Us