'He Gets Us' a campaign to promote Jesus and Christianity, is running two ads during the game as part of a staggering US$100 million media investment, but the campaign has ties to conservative political aims, anti-LGBTQ views and far-right ideologies that appear at odds with the campaign's inclusive messaging.
Workers cover the field with a tarp ahead of a rehearsal for the Super Bowl LVII Halftime Show at State Farm Stadium in Glendale, Arizona.
The campaign is a natural fit with the NFL, whose games have long contained symbols of religion. Players often pray on the field and point to the heavens after touchdowns. "He Gets Us" does not list donors on its website. "Funding for He Gets Us comes from a diverse group of individuals and entities with a common goal of sharing Jesus' story authentically," the site's funding information page reads. "Most of the people driving He Gets Us, including our donors, choose to remain anonymous because the story isn't about them, and they don't want the credit.
On the "He Gets Us" outreach site, which is meant for churches and marketers who wish to interact with the campaign, the organization outlines its beliefs: The influence of Graham, a founder of modern American evangelism, is also evident in speakers and partners for "He Gets Us." Some of them are affiliated with groups bearing Graham's name, including the Billy Graham Center at Wheaton College, a liberal arts institution in Illinois.
"The debate over LGBTQ+ issues is a great example of how the real Jesus too often gets lost, overlooked or distorted in debates over political and social issues," he said. "Our focus is on helping people see and consider Jesus as he is shown in the Bible ... He gets us and he loves us, and that includes people on all sides of these issues.
"Young people are digital natives who understand the difference between slick marketing and authenticity," he says. "Megachurches, mega-events, and mega spending on marketing is seen as money that could have been used funding community programs and advocacy for the oppressed -- such as refugees, LGBTQ+ individuals and abortion rights -- and the poor.
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