My thoughts on the "He Gets Us" commercial during Super Bowl 58. Part 2
The good, the bad, the ugly.
Preface:
I do understand the target audience for the campaign. He Gets Us (HGU) seems to do a good job of getting people to talk or ask questions.
I do not think the campaign is evil. “Ugly” may be too strong of a sentiment…
I understand the idea of “pre-evangelistic” content and conversation.
I personally think there is a better/more effective way to prompt conversation that lead to holistic representations of our Christian faith.
The Ugly:
Here we are…
In my opinion, the Ugly side of this ad is connected to the Ugly side of the whole HGU campaign… and the marginal attention given to the true call of Jesus’s radical way of living (the Ugly).
There is no doubt, the way of Jesus involves a divine, radical, and redeeming love that is nearly impossible to master. However, the beautiful love for thy neighbor is the only factor in the way of Jesus. Rather, it is not even the first requirement. Jesus claims:
36 “Teacher, which is the great commandment in the Law?” 37 And he said to him, “You shall love the Lord your God with all your heart and with all your soul and with all your mind. 38 This is the great and first commandment.
Matt 22:36–38
HGU has historically focused on Jesus’s work in our world to make earth look like heaven. This is absolutely essential to the Kingdom of God. However, that is a single piece of the puzzle.
HGU has communicated truth with nuances to make key theological beliefs palatable—at least up front…
HGU’s Beliefs
Here is the agenda posted by HGU on their website:
“Our agenda is to rediscover the love story of Jesus. Christians, non-Christians, and everybody in between. All of us.”
Clearly stated here, the primarily lens from which HGU writes and communicates this the love of Jesus. This is essential to understand. This is not wrong—but it can become problematic. When we primarily view Jesus through single lens, such as love, we create a box in which the tension of Jesus cannot exist. For example, Jesus if full of love for sinners, yet he requires the disciple to obey… Jesus wants to heal us, but sometimes it looks different than what we want it to look. Jesus is fully man, but he was also fully human. Jesus is not able to be explained, because he is miraculous. Love is not able to define Jesus, but rather Jesus defines love.
HGU has created a platform which elevates love as the primary and in some cases the only visible characters of Jesus in their communion and advertisements.
“Are you trying to get people to go to church?
No, He Gets Us is not against the church, but we are not a back to church campaign. We are hoping to help people consider who Jesus is and why that matters. Read more here
Is this affiliated with a certain religion?
It’s about Jesus, so it’s certainly affiliated with Christianity, but our point is that 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. The example of his life can inspire all of us to pursue unconditional love for ourselves and for others, and that can encourage us to learn more about Jesus and his mission.”
Here again we see the subtle ways that HGU waters down the gospel. HGU seems to actively downplay the practical reality of following Jesus. I understand not pushing people to church, but coupled with their comment that while their campaign is affiliated with Christianity, it does not believe to anyone. This language actively devalues the church to those beginning to ask questions. The way of Jesus is founded in community with those following Jesus. Jesus’s explicit call is to “follow me”. How can one follow Jesus and now walk in step with those who also have joined him for the journey.
HGU’s language is an attempt to gain the trust, approval, and affirmation of seekers who like the ideas of Jesus but are not willing to follow him to the cross. HGU is the latest attempt at commercializing the positive aspects of Jesus without committing to the radical call of being a disciple of the Lord of Lord who one day will judge the living and the dead.
The accompanying blog post for the washing feet video included the passage from John 13:14 “Now that I, your Lord and Teacher, have washed your feet, you should wash one another’s feet” (I will not discuss the subject for “one other” except for the fact that it is contextually the disciples, not outsiders.), but it failed to mention John 12 where Jesus laments the unbelief of the people and claims: “The one who rejects me and does not receive my words has a judge; the word that I have spoken will judge him on the last day. For I have not spoken on my own authority, but the Father who sent me has himself given me a commandment—what to say and what to speak. Jn 12:48–49.” HGU conveniently omits this and fails to wrestle with the tension of Jesus’s love and requirement of obedience of holistic righteousness.
Who do you believe Jesus is?
We believe there is something in the story of Jesus for everyone.
That’s why fans of the campaign and those working on it include people who are curious about this man and his story and want to explore it for themselves, those reconstructing their faith, and those who believe in their hearts that Jesus Christ is the son of God. All of us work together relentlessly to share the transformative power that unconditional love, forgiveness, and sacrificial generosity have to change us, our families, our communities, and our country.
It wouldn’t be hard to guess that many of those backing the campaign believe that Jesus is who the Bible says he is. He Gets Us is an initiative of Come Near Inc., a nonprofit organization committed to sharing the life and love of Jesus, that believes Jesus was human and divine, he rose from the dead, and more. No matter who you are and what you believe, we’re glad you’re here.
Only in the last 10% of this answer does HGU even mention Jesus’s divinity or resurrection. Further, they are afterthoughts to “unconditional love, forgiveness, and sacrificial generosity.”
HGU has nuanced and hidden the explicit gospel in order to make their message appealing and relatable. Notice, their message is not incorrect. However, it is misleading as it does not offer a clear explanation of the true measure of following Jesus.
Let’s be honest, it is very possible the Holy Spirit could work through this campaign and bring someone into the new life found in Jesus. Yet, I find it more likely that people will begin to build their foundation of faith on half truths that may not stand the pressure of the sufferings of following Jesus (Rev 1: 9; Rom 8:17; 2 Cor 11). The problem with HGU is that a faith built on only the positive teachings of Jesus will crumble when our faith is tested.
Wrapping up.
I am not convinced that HGU is overall beneficial. I say this with a grain of salt. Should one sheep be found and brought into the fold of God will not all of heaven rejoice? Of course. Thus, I am sure that it is a blessing to someone.
However, a watered down gospel is not a justified gospel. Should we do all things unto the Lord, I imagine our efforts to share the good news ought to be done well. I cannot see a world in which a diluted gospel is passed as our best offering. If that is not convincing, let me offer this final exhortation…
We need not water the gospel down to seek those not willing to commit to Jesus. Why? We are not responsible for the harvest… It is not our message… Our job is to proclaim the good news, not decided what parts to include or nuance. Our job is to plant seeds of the gospel and water them. God alone is responsible for the harvest. We do not convince or save. We simply proclaim. Let us not worry about making the gospel palatable or easy embrace. It is neither. Rather, the gospel is a difficult and narrow way in which we submit our whole selves to Jesus and in return join in his suffering… and his glory.
Yes, he gets us. May we get him enough to know how important his way of living really is.
I have attempted to write this with charity and integrity. Feel free to leave any comments. I hope I have written this in a way that bring an emphasis on both the grace and truth we find in Jesus. In any error, I hope there will be grace and truth for me. Blessings.
A final reflection on He Gets Us will summarize my hopes and prayer for this campaign. Look for that later this week.
Good thoughts, Abram! I’ve heard several of my non-Christian friends complain about these HGU commercials primarily from a monetary standpoint. Considering that a 30 second Super Bowl ad cost 7 million dollars in 2024, they feel that it is hypocritical for HGU to spend somewhere in the neighborhood of 12-14 million on a 60 second ad. According to them, that same money could have been much better spent. HGU could have fed hundreds of millions of people instead, for example. While, I understand that it often takes money to get the gospel out and the Super Bowl is certainly a massive opportunity for a historically large captive audience, I’m not entirely unsympathetic to the sentiments of my non-Christian friends. Yes, I suppose these commercials may spark conversation, but it seems that the conversation is mostly negative and having an opposite effect from HGU’s intention. As you stated, Abram, I’m sure these commercials are blessing someone, but I also question if there isn’t a more effective and efficient method for that same amount of money to be utilized. When, you take that into account in conjunction with the watered down gospel approach you articulated, it does seem like poor stewardship at best.