The He Gets Us advertising campaign was launched in 2022 in order to “reintroduce” Jesus to the masses—especially to young people. It was focused on the sensibilities and values of western culture, and focused on things like compassion, identity, pain, and “radical forgiveness.” The founder of Hobby Lobby spent over $100 million on the campaign and there were many others. Many on the left called the campaign a conservative political plot, which it clearly was not. In fact, the campaign managed to anger people on the left and right politically.

I do not condemn those who are trying to get the gospel to the masses and I applaud their dedication and financial sacrifice in an effort to accomplish this task. The problem is Jesus and the gospel have to be shared in a purely biblical way. It does damage to the message to repackage Jesus for marketing purposes.

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