Christian group A Invested $20 Million on two Super Bowl ads to promote Christ. One of their anonymous backers included the billionaire founder of craft store chain Hobby Lobby.
Haven, a Michigan-based branding firm, is leading this initiative under the name He Gets Us. One donor and family that are supporting it includes Hobby Lobby co-founders the Green family.
He Gets Us
Attracting an estimated 100 million viewers, the Super Bowl offers advertisers a tremendous exposure. But for 30 seconds of air time alone, advertisers may pay hundreds of thousands.
One advertisement airing this year showed people washing each other’s feet – just as Jesus did – while its tagline, “He Gets Us,” caught people’s eye. Furthermore, He Gets Us is supported by numerous Christian donors as well as Hobby Lobby’s billionaire family owners.
He Gets Us is now run by Come Near, but was previously handled by Servant Foundation/The Signatry which has connections with Alliance Defending Freedom which the Southern Poverty Law Center classifies as a hate group due to their support of laws restricting LGBT and abortion access.
He Gets Us claims to be nonpartisan, yet its donors conservative Christian conservatives in particular have actively funded legal battles designed to strip rights away from millions of Americans particularly women seeking abortions. Additionally, He Gets Us has donated to a Mississippi legal team working toward overturning Roe v. Wade; such a change would endanger many low-income and minority women’s lives.
Hallow
As this year’s Super Bowl will fall just three days before Ash Wednesday and Lent begin, Catholic meditation app Hallow enlisted Mark Wahlberg and Jonathan Roumie from actor Mark Wahlberg and Jonathan Roumie to star in their inaugural Big Game commercial for them. The 30-second spot encourages 49ers and Chiefs fans alike to take a momentary respite from football-watching for collective prayer ahead of this upcoming holiday.
This app provides users with access to various meditations, including sleep stories, guided versions of the rosary and mental health exercises led by different narrators. Established by University of Notre Dame graduates, the app received $12 million funding from venture capital firm General Catalyst this year.
Hallow CEO Alex Jones recently told CNA that their app’s goal is to facilitate prayerful connection and relationship building between individuals and God using “lectio divina”, an ancient Buddhist technique which helped him find inner peace. With Super Bowl 50 approaching quickly, Jones hopes that millions more may experience religious meditation for themselves!
Foundation to Combat Antisemitism
The Foundation to Combat Antisemitism is a New England-based group funded by Patriots owner Robert Kraft and collaborated with Black-owned digital agency Quantasy on this commercial, which will air during Sunday’s Super Bowl. It features Martin Luther King Jr’s speechwriter as it reminds viewers that hate thrives through silence; further, the ad urges Americans to join its fight by using blue square emoji and #StandUpToJewishHate hashtag.
This spot also highlights a real-life story about a church which hosted members from a Jewish community who were forced to flee their synagogue due to a bomb threat, while at the same time showing how it can reach people outside religion who care about issues like racism and social inequality. Furthermore, Brandeis students and graduates interested in combatting hate have the chance to join a fellowship program here and learn more here. The ad comes at a time when antisemitism has increased considerably both domestically and globally – click here to learn more here
Combat Abortion
Religion was an undercurrent throughout Super Bowl LVIII, from touchdown celebrations and Usher’s halftime show to religious-themed commercials that ran during commercial breaks that often promoted faith – including some that called attention to abortion issues. However, some advertisements may have caused controversy; particularly one which sought to defend abortion.
The Christian-focused message resonated with some viewers, but also garnered widespread criticism across political ideologies. Conservative campus group Turning Point USA called the campaign “overly woke,” while the founder of arts and crafts chain Hobby Lobby noted it was among the worst services Christianity could do for itself today.
He Gets Us is funded by Alliance Defending Freedom, a conservative legal nonprofit leading efforts to restrict abortion rights and discriminate against LGBTQ people in business settings. ADF also recently filed an argument in front of the Supreme Court against FDA approval of medication abortion involving taking medications such as Mifepristone and Misoprostol to end pregnancy.
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