As the kids say: What if Jesus, but a brand?
‘He Gets Us’ is a new marketing campaign designed specifically to reach Gen Z and Millennials and share the story of Jesus with them. The Servant Christian Foundation contributed $100 million to the campaign so that in the next month ‘Het Gets Us’ advertisements might make Jesus into, “The biggest brand in your city”.
The campaign has undergone lengthy research and development to see what appeals to younger people, and how to engage them effectively. The hope for this marketing push is not directed to one specific church or denomination, but rather to continue to connect people with the message of Jesus Christ in new and innovative ways. Christianity Today reports:
If you haven’t seen the commercials yet, you will.
This month, what is thought to be the biggest-ever Christian advertising campaign will go national. Television commercials, along with online ads and billboards, will target millennials and Gen Z with a carefully crafted, exhaustively researched, and market-tested message about Jesus Christ: He gets us.
Those behind the “He Gets Us” campaign say they’ll spend $100 million—donated by a small group of wealthy anonymous families—on the national launch, putting the campaign in the same financial arena as big-name brands like Old Navy, TD Ameritrade, and Mercedes-Benz.
The video ads, some of which are already garnering millions of views on YouTube, feature striking black-and-white photos and a stirring piano track. Made under the direction of Michigan-based marketing agency Haven, each ad focuses on an aspect of Jesus’ earthly experience with which today’s “the struggle is real” crowd might resonate: Jesus was judged too. Jesus had fun with his friends too.
You can read the full article here.
You can also see one of the campaign’s first commercials here.