He Gets Us: How Marketers and Religion Evangelize

Abstract

Abstract: The 2023 Super Bowl saw the surprising appearance of two advertisements for He Gets Us promoting Jesus as a solution to the world's problems. For this article, Mara Einstein discusses with Ed Timke, in a series of videos, the similarities between advertising and religion and the facts about these ads, including their cost, target market, and sponsors. Einstein explains how her research, in her books Black Ops Advertising and Brands of Faith , informs her perspective on the situation, highlighting the agenda of these ads and the political connections of their corporate sponsors. Einstein delves into the He Gets Us campaign, which targets Generation Z and promotes Jesus as an influencer and a peaceful, loving, rebellious social activist. However, she explains, the campaign fails to address criticisms of Christianity, including a hypocritical lack of attention to issues such as homelessness and hunger. She explores the complexities of marketing religion and the challenges of reaching the fastest-growing demographic of religious "nones"—younger people who self-identify as not being affiliated with any religion. Additionally, Einstein details the evolution of faith-based marketing to "evangelize" and the similarities between cult marketing tactics and advertising. She concludes by offering advice on how to teach about religion, advertising, and marketing.