"He Gets Us," but Do They Get Us?

Recently there has been some publicity around a campaign called He Gets Us. The marketing campaign, for those who have yet to see any news coverage this week, has existed online (at least) since September 12, 2022, according to the Wayback Machine. This marketing campaign is, at face value, a brilliant attempt to tap into markets like the followers of Rob Bell's writing (for instance). Part of my ministry is to find imagery weekly that will pull at the heartstrings of individuals in a worship experience. The meaning of the imagery is not just a "filler." It's to make people feel something. It's to connect with people personally and bridge a connection in their life as a reinforcer.

The four strongest emotions are fear, anger, joy, and sadness.

Honestly? I've looked at the website quite a bit, and it is a brilliant marketing campaign. Really. It has some modern interpretations with photojournalism and pressing events shaping our world today between COVID-19, Anti-Racism, etc. The imagery catches someone's eye and makes them stop and think about, "what it means to be Christian."

And who hasn't felt fear, anger, or sadness in our world in the past three years?

And believe me, the carrot at the end of the stick is that if you believe in Jesus, you will feel immense joy.

A valid argument is that if it reaches people, who cares where the funding comes from?

There is great distrust in organized religion. They have had bad church experiences and been hurt by the humans running organized religion and disenchantment. Those who grew up in the church, who are at the tail end of Generation X and Millennials, faced crises that were looked the other way in our parents and grandparents' generations. Why would the Millennial age trust the church after living through scandals around sexual abuse?

The same audience is highly criticizing this campaign which the campaign hopes to attract - those who are unchurched and Generation Z. It's one thing to market "what it means to be Christian." It's another thing to be Christ-liked. I am not sure the 20 Mil. they are spending on two Super Bowl ads this evening is the best way of spending money if we are to be Christians. This mirror's the criticism from those most skeptical about the ads.

Sure, Jesus spoke in parables and could have been clearer. Jesus still was direct. He explained it to his disciples privately (Mark 4:34). His disciples are in the dark right now except for those with material wealth. This isn't walking in Christ's footsteps.

Are we at risk of pointing at the person on the other side of the road, working Christ's miracles but "not falling in line" with the rest of us (Mark 9:38)? Perhaps? But what is the cost of not asking this question?

What feels like a lack of truthfulness is most concerning to me. It should concern anyone when we live in a society infringed upon by Deep Fakes. There is a veil of secrecy about who is funding this campaign that hopes to spend three billion in the next three years. The only funder that has made itself known is the founder of Hobby Lobby which has gone on record for donating to Anti-LGBTQ+ causes and has fought for the right to deny their workers' health insurance that would cover birth control and abortions. We can give an excuse, out of grace, that maybe the funders wish to stay private due to not wanting to take away from the message.

Why would being transparent about who is funding this would take away from the news?

And if the answer is "as to not alienate" anyone - if Jesus "gets us" and we are called to be Christ-Like, then the campaign is not working if it does lead to alienation.