SUPER BOWL LVII
Who is behind the ‘He Gets Us’’ Jesus commercials in the Super Bowl? How much did they cost?
The Signatry, a Kansas Christian group aims to rebrand Jesus’ image for all audiences while using the Super Bowl as a platform.
Traditionally, big brands use the Super Bowl as their megaphone when promoting their values and what they are about or maybe to advertise a new campaign. Most of these brands are fast food and beer companies. This is why it is very rare that a religious organization would choose to advertise during the NFL’s biggest game of the year.
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That is precisely what a Kansas Christian group plans to do during this year’s Super Bowl with their campaign ‘He gets us.’
Starting in 2021, The Signatry, a Christian organization funded by billionaire David Green, began the roadmap to washing the image of Jesus as a concept owned by the Christian Right into a more plural ethnic picture that is for all and not for the stereotypical southern Christian follower.
How much does the Super Bowl “He Gets Us” ad cost?
The ad will cost The Signatry $20 million to air in the Super Bowl, and they hope to reach more than 100 million people with their commercial.
Who is David Green, patron of The Signatry?
David Green, the organization’s biggest backer, is the owner of the Hobby Lobby crafts store chain; he is a devout Christian who usually funds republican candidates, although his relationship with ex-President Donald Trump was not the best.
Green won a battle at the Supreme Court level when the judges ruled that companies didn’t have to pay for ways of contraception under religious freedom; before the ruling, the Affordable Care Act required companies to help women pay for contraception. The court ruled 5-4 in favor of the companies.
Moreover, David Green backed conservative candidates who wanted to repeal Rode v Wade, another win for his Christian views, as judges again in 2022 ruled to repeal the famous ruling.
The Signatry has received help from Green from 2018 to 2020, where he has helped them get Ad-time in cost upwards of $30 million.
This Christian organization has spent almost $1 billion in ads, grants, and marketing schemes to promote a new version of Jesus that is pluricultural.