A $100 million advertising effort aimed to restore “Brand Jesus” from the harm caused by some of his devotees has been launched by a United States foundation.
With a series of videos portraying Jesus as a rebel, an activist, and the host of a dinner party, the ‘He Gets Us’ campaign was introduced in the US.
Larger towns like New York City and Las Vegas have posted billboards with messages like “Jesus let his hair down, too.”
According to the Religion News Service, the $100 million effort is backed by Signatry, a Christian foundation with Texas roots.
According to the campaign’s website, its goal is to cause a cultural shift in how people think about Jesus and his relevance in our lives.
It is “designed to create cultural change in the way people think about Jesus and his relevance in our lives”, and that it wants to free Jesus from “hypocrites and extremists”.
According to its website, He Gets Us is not a political party. We don’t identify as ‘Left’ or ‘Right,’ We are not connected to any denomination or church. Simply put, we want want everyone to comprehend and be able to relate to the real Jesus as he is portrayed in the Bible—the Jesus of radical forgiveness, compassion, and love.
“This is about sharing Jesus’ radical love and acceptance — of everyone. Though you may see Christians as hypocritical or judgmental, that’s not what Jesus was about. Instead, Jesus offered radical compassion, stood up for the marginalized, and understood the human condition and all its frailties because he experienced them too.”
Millions of people have watched the video advertisements. The Haven marketing firm in Michigan oversaw their creation, and they center on facets of Jesus’ earthly life.
The videos offer four different methods for viewers to participate: live conversation, texting for “prayer and optimism,” signing up for Alpha, or clicking through for a Bible reading plan. Numerous churches have agreed to reply to inquiries sent via the website’s contact forms.
“This is about getting to know the real Jesus. How Jesus experienced the same problems and emotions that we’ve all been through. It’s about providing a safe place to ask questions, including the tough ones. And realizing that Jesus is as relevant today as he was 2,000 years ago.
About 30,000 people signed up for Bible reading programs, according to Jason Vanderground, director of Haven, and more than half had finished the program.
Dr. Kevin Ezell, president of the Southern Baptist Churches, released a statement declaring that their churches will not participate.