Using the Whole Whale - A Nonprofit Podcast Nonprofit Gets Their Feet Wet With $17m Jesus-Themed Super Bowl Spots (news)
Nonprofit Gets Their Feet Wet With Jesus-Themed Super Bowl Spots
A 60-second ad spot and an additional 15-second spot for the ad campaign “He Gets Us” made a stir for being among the largest ad buys for a registered charity. The ads featured images of people washing the feet of others within diverse circumstances and environments and closed with an acknowledgment of Jesus’ non-discriminatory feet washing.
The nonprofit behind the campaign is named “Come Near,” an organization formerly named “Servant Foundation,” which has rebranded under new leadership. The organization previously ran spots in 2023 but continued this year with a campaign that the marketing agency director said aimed to " show people demonstrating what it looks like to love your neighbor”.
Ad spots for the Super Bowl this year cost approximately $7 million for 30-seconds of airtime. The organization has loose ties with religious right Hobby Lobby founder David Green, though the campaign states on its website that “Jesus loves gay people and Jesus loves trans people.”
Additionally, the foot-washing theme seems to have confused and creeped out some audiences causing many follow-up jokes this week.
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