‘He Gets Us’ Super Bowl 2025 Ad about Jesus returns for third consecutive year

For the third consecutive year, the “He Gets Us” campaign aired an advertisement about Jesus Christ during the Super Bowl, bringing a faith-based message to the commercial lineup of the Kansas City Chiefs vs. Philadelphia Eagles showdown.

The 60-second spot, which aired during the first half of Super Bowl LIX, was designed to explore “how Jesus redefined true greatness and what it might mean for us,” according to a campaign spokesperson. With Super Bowl ad slots costing between $7 million and $8 million, the commercial has once again reignited debate over the campaign and the financial backing behind it.

The “He Gets Us” initiative was launched in 2022 as part of a reported $100 million effort to shift public perception about Jesus Christ and Christianity. Describing itself as non-denominational with no ties to a specific church, the campaign states on its website, “Our point is that the story of Jesus doesn’t belong to anyone.”

The campaign has used various platforms to promote its message but gained significant attention for its Super Bowl commercials, airing 30-second and 60-second ads over the past three years.

This year, alongside its Super Bowl LIX ad, the campaign also hosted a music festival in New Orleans, featuring Grammy-winning artist Jon Batiste, who later performed the national anthem before the game.

Previously, “He Gets Us” operated under the Signatry, a Kansas-based nonprofit also known as the Servant Foundation. In 2024, it transitioned to a new organization, “Come Near”, which has since expanded its staff from five to 15 full-time employees. The campaign is currently led by Ken Calwell, a former executive at Wendy’s and Papa Murphy’s, and its advertisements are produced by LERMA/, a Dallas-based advertising agency.

Funding for the campaign remains largely undisclosed. A Come Near spokesperson told USA TODAY Sports that its financial backing comes from “a growing group of individuals and entities who share a common goal to raise the public conversation about Jesus.”

However, Come Near is exempt from filing public tax documents with the IRS, as it claims to be a church or auxiliary of a church. This exemption means there is no publicly available financial information about the organization’s donors, unlike its predecessor, the Signatry.

One of the most prominent known supporters of “He Gets Us” is Hobby Lobby founder David Green, who confirmed his involvement during an interview with right-wing talk show host Glenn Beck in 2022. However, it remains unclear how many other donors contribute to the Super Bowl ad campaign.