According to Christianity Today, the organizers behind the multi-million dollar "He Gets Us" advertising campaign have announced a change in public messaging regarding the project’s financial expenditures. The initiative, which gained national prominence for its high-profile television commercials during the Super Bowl, is now transitioning its promotional focus toward the upcoming FIFA World Cup.
The "He Gets Us" campaign launched in 2022 with the stated objective of increasing the cultural visibility of Jesus through large-scale advertising. Since its inception, the project has utilized significant funding to secure airtime during major sporting events and public venues. The campaign is managed by the nonprofit organization Come Near, which took over operations from the Servant Foundation.
Spokespeople for the campaign stated that the organization intends to discontinue the public disclosure of specific budget figures and fundraising details. This shift in transparency policy follows years of scrutiny regarding the source of the project’s capital and the total costs associated with its media buys. The campaign leadership indicated that the focus moving forward will remain exclusively on the content of the advertisements rather than the financial mechanics supporting them.
The transition coincides with the rollout of a new creative strategy designed to coincide with the 2026 World Cup. Organizers aim to reach a broader international audience during the global tournament. The campaign noted that the new creative direction will continue to emphasize themes of empathy and commonality, which have served as the core message of their previous advertisements.
"We are focusing on the message," said a campaign spokesperson regarding the decision to limit financial disclosures.
The organization has faced questions from industry analysts and religious observers regarding the effectiveness of its marketing approach. Despite the criticism, the campaign has maintained its presence in major media markets. The project has also expanded its digital footprint, utilizing social media platforms to engage viewers who interact with their televised content.
Looking ahead, the group plans to deploy its new materials as the World Cup schedule approaches. The organization has not provided a timeline for any future reports on donor activity or operational costs. The campaign is expected to continue its current advertising schedule through the end of the year, with updates to its public-facing website scheduled to reflect the new promotional phase.
Source: https://www.christianitytoday.com/2026/07/he-gets-us-world-cup-advertising-campaign-evangelism-one-step/