If you’ve watched any football lately, or any television for that matter, you’ve likely seen the ads — black-and-white or color images, some video, juxtaposed with music and narration. They’re story-driven, relatable, personal, emotional, and they all end with the same tagline:
He gets us. All of us. Jesus.
The $100 million ad campaign, originally launched in the spring, is the brainchild of “The Servant Foundation” — a 501(c)(3) organization that’s managed by The Signatry, a Kansas-based foundation that focuses on “discipleship and outreach efforts, Bible translations, cultural care, church plants, anti-human-trafficking missions, student ministries, poverty alleviation, clean water initiatives, and so much more.”
According to campaign officials, the “He Gets Us” ads during the NFL playoffs have made 166 million impressions as of January 20th. But since the overall project began in the spring, the outreach, including billboards and videos on YouTube, have made 6.5 billion impressions around the world.
Given our increasingly secular culture, what’s especially extraordinary about the effort is how little controversy the ads and billboards have elicited, at least to date. After all, the name of Jesus is being projected on massive Times Square signs in New York City — and on TVs in bars and restaurants all around the country — and yet there is far more intrigue than outrage.
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