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1Repair Windows errors before they cause bigger problems2Scan for outdated or missing drivers - takes under a minute3Clear out junk files and repair common Windows errorsThe Jesus Super Bowl ads are He Gets Us, a Christian media campaign publicly linked to Hobby Lobby co-founder David Green and the wider Green family. Green said he was a major contributor, but available evidence does not show that Hobby Lobby corporate owns or solely finances the campaign; operations moved from The Signatry to Come Near.
The Hobby Lobby connection is therefore important but easy to overstate. Public reporting supports describing David Green as a major contributor and the Green family as an important funding connection. Public reporting does not support saying that Hobby Lobby corporate paid for every commercial, owns the campaign, or was its sole funder.
The campaign has appeared during four consecutive Super Bowls, but the advertisements have not repeated one message. The 2023 spots focused on enemies and division, the 2024 campaign used foot washing to dramatize neighbor-love, the 2025 ad emphasized everyday helpfulness, and the 2026 commercial More questioned whether the pursuit of status, consumption, and recognition can provide meaning.
Key takeaways
- He Gets Us is a Christian advertising and conversation campaign, not a conventional consumer brand, single church, or denomination.
- Hobby Lobby co-founder David Green publicly described himself as a major contributor, but the available evidence does not show that Hobby Lobby corporate owns or solely finances He Gets Us.
- The campaign began under The Servant Foundation, also known as The Signatry, and later moved to Come Near, which the current official FAQ identifies as the operator.
- The Super Bowl creative changed from conflict and neighbor-love in 2023 and 2024 to everyday helpfulness in 2025 and personal pressure surrounding the pursuit of more in 2026.
- He Gets Us reported nearly 10 billion video views and 70 million website visitors by 2026, but those figures came from campaign reporting rather than independent verification.
What is the He Gets Us campaign?
He Gets Us is a Christian media and evangelism campaign designed to invite people to consider Jesus and start conversations about his life and teachings. The official history says the project began in 2021 as an experiment in placing Jesus’ story in unexpected settings and presenting it in ways that could spark curiosity.
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The campaign’s own stated purpose is broader than buying Super Bowl airtime. He Gets Us says, He Gets Us invites people to consider Jesus and why he matters today.
The official history describes the hoped-for result as an encounter with love
, joy
, peace
, and a greater sense of purpose
. Read the campaign’s official history and statement of purpose for its own explanation of the project.
He Gets Us is not religiously neutral. The campaign’s official FAQ says it believes Jesus was both human and divine and that he rose from the dead. The advertisements may use widely accessible ideas such as loneliness, welcome, service, or purpose, but the organization presents those ideas within an explicitly Christian framework.
The current FAQ also says He Gets Us is not affiliated with one individual, political position, church, or denomination. That statement describes the campaign’s organizational posture; it does not turn the advertisements into neutral historical documentaries or a complete statement of Christian doctrine.
Who pays for the Jesus Super Bowl commercials?
The public funding record points to a network of donors rather than a simple Hobby Lobby corporate sponsorship. David Green, the co-founder of Hobby Lobby, publicly said he was a major contributor, while the campaign said its funding came from a diverse group of individuals and entities, many of which preferred anonymity.
The early institutional connection is documented by The Signatry, formerly identified in public filings as the Servant Foundation. The foundation’s disclosure filing states: In 2021, we launched ‘HE GETS US’ with a media campaign designed to tell the story of Jesus and inspire fresh conversations about his life and work.
The Servant Foundation’s public disclosure filing establishes that early relationship, but it does not prove that the same organization paid for every later commercial.
CNN reported in 2023 that David Green claimed to be a major contributor. Green said, We are wanting to say — ‘we’ being a lot of different people — that he gets us.
The available reporting does not establish a precise campaign-wide donor total or a complete donor list.
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| Claim | What the evidence supports | What the evidence does not establish |
|---|---|---|
| David Green funded He Gets Us | Green publicly said he was a major contributor. | The public record does not establish that Green paid for every advertisement. |
| The Green family is linked to the campaign | Reporting has described the broader family as an important funding connection. | The public record does not establish that the family was the sole funder. |
| Hobby Lobby corporate owns He Gets Us | Hobby Lobby’s co-founder has a public funding connection. | There is no evidence here that Hobby Lobby corporate owns or officially operates the campaign. |
| The Signatry or Servant Foundation ran the early project | The foundation’s public filing documents the 2021 launch. | The filing does not prove responsibility for every later Super Bowl ad. |
| Come Near runs the current campaign | He Gets Us’s current FAQ identifies Come Near, and 2024 reporting documented the transition. | The available sources do not provide a complete donor list for Come Near. |
What happened to the He Gets Us Super Bowl commercial?
There was not one permanent He Gets Us Super Bowl commercial. The campaign appeared during four consecutive Super Bowls, with a different creative emphasis each year: February 12, 2023; February 11, 2024; February 9, 2025; and Super Bowl LX on February 8, 2026.
| Super Bowl and date | Ad or creative focus | Emotional register | Organization context | Central viewer question |
|---|---|---|---|---|
| 2023 — February 12 | Enemies, division, exclusion, and Jesus as a refuge for outsiders | Confrontational and provocative | Early campaign associated with The Signatry or Servant Foundation | Can Jesus love people we hate? |
| 2024 — February 11 | Neighbor-love and foot washing across social and ideological lines | Tender, embodied, and relational | Transition to Come Near | Who is my neighbor? |
| 2025 — February 9 | Everyday people helping one another and reconsidering what greatness means | Warm and service-oriented | Come Near | What does greatness look like? |
| 2026 — February 8 | More and the Loaded Words platform, focused on pressure, status, consumption, and meaning | Overwhelmed, reflective, and cinematic | Come Near | Is more actually enough? |
What were the 2023 Jesus Super Bowl ads about?
The 2023 campaign centered on conflict, enemies, and the possibility of loving people across intense social divisions. One spot titled Love Your Enemies showed people in conflict alongside the line Jesus loved the people we hate.
Other campaign imagery drew modern parallels to migration, exclusion, hypocrisy, and social judgment.
The campaign’s approach was deliberately provocative: rather than presenting a conventional church invitation, the advertisements placed a familiar religious figure inside current arguments about who belongs and how opponents should be treated. The strategy generated attention partly because critics saw a tension between the ads’ welcoming, anti-polarization message and the politics associated with some donors or related organizations.
Contemporary coverage estimated that the two 2023 Super Bowl spots cost about $20 million. According to reporting cited in CNN’s 2023 account, the $20 million figure was an estimate, not an audited campaign total.
What did the 2024 Jesus foot-washing commercial mean?
The 2024 He Gets Us Super Bowl ads used foot washing to portray Jesus’ call to love neighbors across social, racial, economic, and ideological boundaries. The best-known commercial showed people from different races, classes, and gender expressions washing one another’s feet, including a woman outside a family-planning clinic.
The visual choice made service physical rather than abstract. Instead of explaining neighbor-love through narration or doctrine, the ad showed people who might not ordinarily be placed together performing the same humble act. The campaign’s spokesperson Greg Miller summarized the intended message to the Associated Press: Our goal is to really show that Jesus loved and cared for anyone and everyone.
The quote and the 2024 campaign background are reported in the Associated Press report published by Fortune.
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The 2024 appearance also mattered behind the scenes. Fortune’s Associated Press report said the campaign was then operating through a new charitable organization, Come Near, and that The Servant Foundation was no longer overseeing it. The planned appearance at other major cultural moments showed that the Super Bowl was one part of a continuing media strategy.
What was the He Gets Us Super Bowl ad in 2025?
The 2025 He Gets Us commercial moved from public conflict toward ordinary acts of helpfulness and a behavioral model of greatness. The ad featured everyday people helping one another and used Johnny Cash’s cover of Personal Jesus.
The 2025 creative continued the campaign’s preference for showing what a Jesus-shaped response might look like rather than offering a conventional church commercial or a detailed doctrinal explanation. Come Near funded the 2025 ad and had also funded the previous year’s campaign after taking over from the earlier organization, according to Associated Press coverage of the 2025 Super Bowl advertisements.
What was the 2026 He Gets Us Super Bowl ad about?
For Super Bowl LX on February 8, 2026, He Gets Us returned with a 60-second commercial titled More. The ad introduced the campaign’s Loaded Words platform, which shifted the focus from explicit public conflict to personal pressure: achievement, digital noise, status, beauty, consumerism, recognition, and the feeling that constant striving still leaves life empty.
Reporting described the 2026 campaign as more personal and less political. The message can be summarized as a question: if the pursuit of more does not produce meaning, what should determine a person’s value and purpose? The campaign presents Jesus as an alternative framework for understanding those pressures. That interpretation describes the ad’s framing; it does not prove that the commercial produced a religious conversion, reduced polarization, or changed viewers’ behavior.
The 2026 creative was informed by research into Americans’ spiritual needs and life experiences, including pressure to be busier, acquire more, and gain more recognition. MinistryWatch’s Religion News Service report on the 2026 campaign identifies the More spot, the Loaded Words platform, and the campaign’s shift toward personal concerns.
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How did the Jesus Super Bowl ads change from 2023 to 2026?
The campaign’s creative strategy moved from asking viewers to reconsider how they treat opponents toward asking viewers to reconsider what they are pursuing. The 2023 and 2024 spots externalized the problem through enemies, neighbors, exclusion, and social contact. The 2025 and 2026 spots made the problem more personal through service, greatness, exhaustion, status, and the pursuit of more.
The change does not necessarily represent a change in the campaign’s Christian identity. The recurring method is to translate a theme associated with Jesus into a highly visual, emotionally accessible situation and then invite further conversation. The subject changed from public division to private dissatisfaction, while the underlying invitation remained an exploration of Jesus’ life and teachings.
Are the He Gets Us ads political?
He Gets Us says it is not affiliated with a political position, but the ads have been interpreted politically because they address divisive issues and because public reporting has examined the politics and affiliations of some donors. Both facts need to be kept separate.
The advertisements themselves have used themes that can be read across political lines: loving enemies, welcoming outsiders, caring for anyone, serving neighbors, and questioning consumerism. Those themes may lead some viewers to call the campaign progressive and others to call it conservative or politically strategic. Neither label fully describes the campaign without specifying whether the label refers to the creative message, the donor network, or the public reaction.
The most accurate description is that He Gets Us is an explicitly Christian campaign with a stated non-affiliation to a single political position. The ads are designed to start conversations, not to function as neutral biographies of Jesus or a comprehensive account of Christian belief.
How much money and reach did the campaign report?
The available figures describe different aspects of the campaign and come from different kinds of reporting. The 2023 advertising-cost figure was a reported estimate, while the later audience figures were campaign-reported reach claims.
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| Figure | Owner and date | What it means |
|---|---|---|
| About $20 million | NPR/KCUR reporting in 2023, as summarized in contemporary coverage | An estimated cost for the two 2023 Super Bowl spots, not an audited campaign total. |
| 715,000 website views | He Gets Us spokesperson Greg Miller, reported by the Associated Press and Fortune in 2024 | Website views during the preceding 24 hours; this is a short-window traffic figure, not total campaign reach. |
| Nearly 10 billion video views | Campaign figures reported by MinistryWatch and Religion News Service in 2026 | A cumulative video-view claim reported by the campaign and not independently verified in the supplied evidence. |
| 70 million website visitors | Campaign figures reported by MinistryWatch and Religion News Service in 2026 | A cumulative visitor claim reported by the campaign and not independently verified in the supplied evidence. |
The 2024 traffic figure appears in Fortune’s Associated Press report. The 2026 reach figures appear in MinistryWatch’s report. Large reach numbers show that the campaign achieved broad exposure; they do not demonstrate that viewers converted, attended church, became less polarized, or changed their behavior.
Where can someone talk to another person about Jesus after seeing an ad?
He Gets Us directs interested viewers toward conversation rather than requiring a purchase. The campaign’s official group-finder page points people toward Alpha, a free discussion format available online or in person for people exploring faith with others.
Availability, format, and local participation can vary, so the group finder should be treated as an invitation to investigate rather than a guarantee that a particular group or viewpoint will be available. The page is a practical next step for readers who want discussion after seeing a commercial, but the available evidence does not establish an affiliate relationship, commission arrangement, endorsement of a specific local group, or guaranteed placement.
What is the fairest way to describe He Gets Us?
The fairest description is that He Gets Us is a large-scale Christian media and evangelism project that uses Super Bowl advertising to make Jesus relevant to contemporary concerns and invite further conversation. Hobby Lobby’s connection is real through David Green’s public funding statement and the broader Green-family link reported in the press. The connection should not be expanded into an unsupported claim that Hobby Lobby corporate owns or solely funds the campaign.
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The campaign’s organizational history also matters: The Signatry or Servant Foundation documented the 2021 launch, while Come Near became the later operator identified by the campaign. The ads evolved from enemies and neighbor-love in 2023 and 2024, through helpfulness and greatness in 2025, to the personal costs of pursuing more in 2026. That combination of evangelism, advertising strategy, donor scrutiny, and changing creative explains why the Jesus Super Bowl ads became a recurring subject of public debate.
The Bottom Line
Bottom line: He Gets Us is not a Hobby Lobby-owned advertising brand. Hobby Lobby co-founder David Green publicly acknowledged major financial involvement, but the campaign has described a wider donor network; the project began with The Signatry or Servant Foundation and later moved to Come Near. Its Super Bowl message developed from social conflict and neighbor-love to personal questions about meaning, status, and whether more is enough.
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