The recent “He Gets Us” advertising campaign sponsored by the American Bible Society has generated a lot of discussion about whether or not it accurately represents biblical teachings. At around $100 million, it is a huge undertaking aiming to “articulate the heart of the Christian faith in a fresh way for a new generation.” But does it accomplish that goal from a biblical perspective? Let’s take a closer look.
Overview of the “He Gets Us” Campaign
The “He Gets Us” campaign launched in April 2022 in the United States featuring billboards, TV commercials, and social media ads portraying Jesus in modern situations. The ads show Jesus as a supportive friend empathizing with people’s problems like anxiety, addiction, and grief. Phrases include “He gets us when we’re struggling to love ourselves,” “He gets us through anxiety,” and “He gets us through the wait.” The goal is to portray Jesus as someone who understands modern challenges and cares about individuals in a personal way.
The campaign seeks to reach younger demographics like millennials and Gen Z who are increasingly disconnected from traditional churches. Research by the Barna Group found that young adults view Christianity as too political, judgmental, and hypocritical. “He Gets Us” tries to reframe people’s perception of Jesus by focusing on his empathy, compassion, and unconditional love.
Biblical Accuracy of the Messaging
When evaluating the biblical accuracy of “He Gets Us,” there are a few key questions to consider:
- Does it present a full, accurate picture of who Jesus is?
- Does it reflect how Jesus interacted with people in Scripture?
- Does it communicate the core message of the gospel?
There are certainly elements of the campaign that align with biblical teachings about Jesus. The Bible emphasizes Jesus’ compassion and understanding of human struggles. Verses like Hebrews 4:15 state that “we do not have a high priest who is unable to sympathize with our weaknesses.” Jesus was approachable to marginalized groups, like prostitutes and tax collectors, embracing those who society rejected (Luke 15:2). And he offered unconditional love and forgiveness to sinners (John 8:1-11).
However, some critics argue that the ads overly simplify Jesus into just a nice, tolerant guy without conveying his holiness. Jesus certainly showed grace and gentleness, but he also possessed moral authority and provoked people out of complacency. He confronted hypocrisy and greed among religious leaders. He spoke strongly against sin with warnings of judgment. And he called people to radical life change as disciples, not just accepting them as they were. The campaign riskily portrays just one aspect of Christ’s character.
Additionally, the ads seem to downplay the redemptive work of Jesus in atoning for sins. They don’t communicate man’s separation from God due to sin and Jesus’ sacrificial death on the cross providing the way to restoration. This core message of the gospel appears lacking. While connecting to people’s emotional needs, the ads generally lack a call to repentance, obedience, and discipleship that marked Jesus’ ministry.
Modern Cultural Adaptation vs. Biblical Faithfulness
A key tension for the “He Gets Us” campaign involves adapting Christianity to modern culture while remaining doctrinally faithful. There is wisdom in translating biblical truths for new generations and making the gospel feel relevant amidst changing times. Paul said he became “all things to all people” to win them to Christ (1 Corinthians 9:20-22). But other New Testament verses warn against compromising core teachings to accommodate culture (Romans 12:2, James 4:4).
For some, the lighthearted ads trade away too much theological depth in order to relate to modern sensibilities. Focusing solely on emotional support rather than moral transformation risks diluting the real work of discipleship. The desire for mass appeal can result in diminishing the hard truths of Scripture.
On the other hand, supporters believe the campaign meets people where they are to foster initial engagement. While not telling the whole story, the ads introduce Jesus in a positive, non-threatening way to a generation skeptical of church. They argue it provides an opening for deeper discussions about the fuller gospel message. The goal is being relatable enough to spur spiritual curiosity without compromising doctrine.
This is a difficult balance to strike, especially in short ads. But in many ways, it reflects issues the church has wrestled with since its inception – how to articulate unchanging biblical truth in ever-changing cultural moments.
Responding to Criticism of the Campaign
The “He Gets Us” campaign has faced criticism from both secular and religious circles which argue it misrepresents Jesus or manipulates people’s emotions. How should Christians think about these critiques?
1. Jesus is portrayed as too tolerant – This criticism has validity from a biblical perspective. As explored above, selectivity in portraying only the gentle, affirming side of Jesus gives an incomplete picture. Jesus also demonstrated holiness, called people to repentance, and warned of coming judgment.
2. The ads avoid controversial moral issues – There is truth in this critique. The campaign steers away from topics like sexual ethics, gender identity, or abortion where biblical values conflict with cultural trends. Some argue this fosters a superficial message unable to speak to real human struggles.
3. The theology is shallow feel-goodism – This criticism claims the mostly emotional appeals lack depth and promote a therapeutic moralism rather than deep spiritual transformation. As noted, the ads generally avoid the core message of the gospel.
4. The campaign manipulates people’s feelings – Some secular critics believe the emotional ads represent slick marketing that exploits people’s vulnerabilities. However, thoughtfully appealing to emotions is a valid way to communicate if backed by substance. Still, ethical marketing principles should be followed.
5. The money could be better spent serving needs – This argument claims $100 million could do more practical good funding humanitarian work. However, communicating gospel truth is also a spiritual service and fulfills Jesus’ Great Commission to the church (Matthew 28:19-20). Wise stewardship rather than dollar amount is the real issue.
How should Christians process these criticisms? We should avoid knee-jerk defensiveness of the campaign yet also not join in overly harsh condemnation. The “He Gets Us” creators likely have sincere motivations to reach people for Christ. At the same time, critics raise valid concerns from a biblical perspective. As believers, we can have thoughtful conversations about both the positives and potential problems with this effort to share the gospel in today’s culture.
Potential Dangers of Misrepresentation
What are potential dangers if the “He Gets Us” campaign overly misrepresents Jesus or the gospel message?
1. It could foster incomplete or inaccurate views of God. Without portraying Christ’s holiness and call to repentance, people may assume God simply affirms every life choice and requires no moral transformation.
2. It risks making the gospel superficial and solely emotional. Failing to articulate the redemptive message of sin, cross, repentance, and rebirth may not lead to true conversion and discipleship.
3. It could increase biblical illiteracy. If not grounded in actual scriptural truth, the ads may appeal to emotions without teaching biblical doctrine.
4. It could undermine the church’s witness. Inaccurate representations allow secular critics to claim Christians invent a false Jesus to support their agenda.
5. It may lead to disillusionment. Emotional appeals without substantive theology behind them will ultimately disappoint those seeking answers in their struggle with sin.
In our relativistic age, the church must carefully represent Jesus in ways consistent with the Bible. While some creative license is permissible, distortion risks being counterproductive. Communicating both God’s love and holiness is needed to convey the full gospel message.
Responses and Best Practices
Given both positive and negative aspects of the “He Gets Us” campaign, how should Christians respond? And what best practices can we learn for communicating the gospel effectively in today’s culture?
1. Thoughtfully process both its strengths and weaknesses – As with most things, there are pros and cons to this effort. We can affirm the desire to creatively reach people while critiquing elements where it falls short.
2. Remember marketing has limits – While advertising can have value, only the Spirit and Word can truly transform hearts. Slick campaigns are no substitute for prayer and local church discipleship.
3. Focus on telling the whole gospel story – Both God’s immeasurable love and call to holiness deserve articulation. We must portray Jesus accurately from all angles.
4. Stay anchored in scriptural truth – Cultural adaptation must be tethered to biblical authority. The Word of God, not emotional appeals, conveys the power to save.
5. Seek unity and grace amidst disagreement – Christians of good faith can civilly discuss differences on such approaches. We must extend grace recognizing our imperfect perspectives (Philippians 2:1-4).
May this campaign spur new conversations about effectively sharing the unchanging gospel amidst an ever-changing culture. And may it lead people into sincere encounters with Jesus, who genuinely understands our struggles and offers us redemption.