The “He Gets Us” Super Bowl ad campaign, centered around the symbolic act of foot washing as a metaphor for love and acceptance, sparked controversy due to its portrayal of predominantly white, cisgender individuals as foot washers and their counterparts as recipients. Despite aiming to bridge gaps across diverse identities and experiences, the campaign’s ties to evangelical nonprofits with anti-LGBTQ+ agendas raised questions about its sincerity. Conservative critics dismissed the ad as leftist propaganda, while left-wing observers doubted its authenticity in promoting inclusivity amidst its affiliations. Ultimately, the campaign faced challenges in reconciling its inclusive messaging with its association with exclusionary organizations, highlighting the complexities of addressing social justice issues within the context of faith-based marketing.
Vox:
He Gets Us changed parent organizations in 2023, shifting to fall under the supervision of a different nonprofit called Come Near. In an email to Vox, a spokesperson for the campaign explained, “The separation from The Servant Foundation allows He Gets Us to better pursue its future and to harness the increased interest and momentum of planned activities that reinforce the idea that Jesus has something to offer to everyone – Christians, non-Christians, and those who are not sure what to believe.”
Those ties to the Servant Foundation certainly drew some attention from critics when the He Gets Us ads first came out. Several outlets noted that the Servant Foundation was one of the biggest backers of the Alliance Defending Freedom (ADF), currently one of the most powerful and terrifying legal funds in the country if you’re gay, trans, a minority, and/or a woman.
The ADF has systematically and successfully orchestrated extremist courtroom challenges across the country, including the overturning of Roe v. Wade and the precedent-upsetting Masterpiece Cakeshop case that ruled in favor of a baker who refused to make a wedding cake for a same-sex couple. It’s also since been funding anti-trans and anti-gay legislation across the country.
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Photo by Dave Adamson on Unsplash
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