New ‘He Gets Us’ Super Bowl Ad Challenges Materialism and Points Viewers to Jesus
The Super Bowl is the ultimate celebration of excess. No debate there
100millioncommercialssellingbeer,cars,andsnacks.
A halftime show designed to dazzle. Or 2 this year as I understand
Parties centered around consumption. Rough Mondays…
And then, in the middle of it all, a 60-second ad…
What if the one who dies with the most toys… still dies?
The He Gets Us campaign is back. And this time, they went straight for the throat of American materialism.As the excitement builds for Super Bowl Sunday, the highly anticipated commercials are often as much of a draw as the game itself. Among the lineup of high-budget, star-studded ads promoting everything from luxury cars to snack foods, one commercial stands out for its countercultural message. The “He Gets Us” campaign is back for its fourth consecutive Super Bowl, this time with a bold new ad that challenges the rampant materialism and consumerism often celebrated during the big game.
The 60-second spot asks viewers to consider a question that has resonated with Christian theologians and apologists for centuries: Why don’t the material things of this world bring lasting satisfaction? Through a series of thought-provoking visuals and a compelling narrative, the ad redirects attention to Jesus Christ, offering viewers a chance to reflect on what truly matters in life.
The Ad: A Bold Message in a Consumer-Driven Culture
The new “He Gets Us” Super Bowl ad opens with a striking image of a young girl surrounded by dolls as a voiceover declares, “The one who dies with the most toys wins.” This phrase, which has become a cultural mantra for many in the modern world, sets the stage for a powerful critique of materialism.
The ad quickly transitions through a rapid series of scenes: a teenager snapping a mirror selfie, vacationers reveling in Las Vegas, partiers dancing under fireworks, male bodybuilders flexing on stage, and a young man engrossed in a computer screen. These visuals are accompanied by voices urging viewers to become “more beautiful” and pursue “more pleasure,” highlighting the relentless societal pressure to accumulate wealth, status, and possessions.
The climax of the ad shifts the tone, asking the audience to consider whether there’s more to life than the pursuit of material wealth and fleeting pleasures. The ad concludes with the message: “Jesus invites us to something greater. He gets us.”
The commercial’s stark contrast to the typical Super Bowl ad—often focused on selling products or glorifying luxury—makes its message all the more striking. It challenges viewers to question the values that dominate modern culture and consider a different way of living, one rooted in faith, purpose, and connection with God , .
The Vision Behind “He Gets Us”
The “He Gets Us” campaign was launched in 2022 with the goal of reintroducing Jesus to a modern audience. Funded by a coalition of Christian donors, the campaign seeks to address misconceptions about Jesus and present Him as a relatable figure who understands the struggles and challenges of everyday life.
This year’s Super Bowl ad is part of a broader effort to engage with a culture that often prioritizes material success over spiritual fulfillment. The campaign’s creators hope to spark meaningful conversations about faith, values, and the human longing for something greater than material possessions.
In an interview with Ad Age, a representative from the campaign explained, “We live in a world that constantly tells us that happiness comes from having more—more money, more beauty, more pleasure. But Jesus offers a different message: that true fulfillment comes from love, service, and connection with God.” .
The Biblical Response to Materialism
The “He Gets Us” ad draws directly from biblical teachings about the dangers of materialism and the pursuit of worldly possessions. Scripture consistently warns against placing our trust in material wealth, emphasizing that true contentment can only be found in God.
1. The Futility of Riches
Ecclesiastes 5:10 states, “Whoever loves money never has enough; whoever loves wealth is never satisfied with their income. This too is meaningless.” King Solomon, one of the wealthiest and wisest men in history, recognized that material possessions could never fully satisfy the human soul.
2. Storing Treasures in Heaven
Jesus Himself addressed the issue of materialism in Matthew 6:19-21, teaching:
“Do not store up for yourselves treasures on earth, where moths and vermin destroy, and where thieves break in and steal. But store up for yourselves treasures in heaven… For where your treasure is, there your heart will be also.”
This passage reminds us that earthly possessions are temporary, while spiritual treasures are eternal.
3. The Rich Young Ruler
In Mark 10:17-27, Jesus encounters a rich young ruler who asks what he must do to inherit eternal life. When Jesus tells him to sell all he has and give to the poor, the man walks away sad because he cannot part with his wealth. This story illustrates the spiritual danger of clinging too tightly to material possessions.
The Science of Materialism and Happiness
Interestingly, modern psychology and neuroscience support the biblical perspective on materialism. Research has shown that the pursuit of material wealth and possessions often leads to dissatisfaction and unhappiness, rather than lasting fulfillment.
1. The Hedonic Treadmill
The concept of the “hedonic treadmill” explains why material possessions rarely bring lasting happiness. When people acquire new possessions, they experience a temporary boost in happiness, but this feeling quickly fades as they adapt to their new circumstances. This leads to a never-ending cycle of wanting more, without ever feeling truly satisfied.
2. The Role of Gratitude
Studies have found that practicing gratitude is far more effective at increasing happiness than accumulating material possessions. Gratitude shifts our focus from what we lack to what we already have, fostering contentment and joy.
3. The Importance of Relationships
Research consistently shows that strong relationships, not material wealth, are the key to happiness and well-being. This aligns with Jesus’ teachings about the importance of loving God and loving others (Matthew 22:37-39).
The Cultural Impact of the “He Gets Us” Campaign
The “He Gets Us” campaign has sparked significant conversation since its launch, with previous Super Bowl ads addressing themes such as forgiveness, unity, and compassion. This year’s focus on materialism is particularly timely, given the cultural emphasis on consumerism and the increasing pressures of social media.
By airing during the Super Bowl—a cultural event synonymous with extravagant advertising—the campaign challenges viewers to rethink their values and priorities. It asks a simple yet profound question: What are we living for?
Reactions to the Ad
The ad has garnered a range of reactions, from praise for its bold message to criticism for its perceived irony in spending millions of dollars on a Super Bowl ad to critique materialism. However, the campaign’s creators argue that the platform provides an unparalleled opportunity to reach millions of people with the message of Jesus.
In an interview with Super Bowl Ads, a spokesperson for the campaign said, “We’re not here to sell a product. We’re here to share a message of hope and love. The Super Bowl is one of the few moments when people from all walks of life come together, and we want to use that moment to point people to Jesus.” .
The Call to Reflect
The “He Gets Us” Super Bowl ad invites viewers to step back from the noise of consumer culture and consider what truly matters. It challenges the idea that happiness can be found in possessions, beauty, or pleasure, and instead points to Jesus as the source of lasting joy and fulfillment.
As Christians, this message resonates deeply with our faith. It reminds us of Jesus’ words in John 10:10: “I have come that they may have life, and have it to the full.” True abundance is not found in material wealth but in a relationship with Christ.
: A Countercultural Message for a Modern World
In a world obsessed with materialism, the “He Gets Us” campaign offers a refreshing and much-needed reminder of the gospel’s transformative power. By airing during the Super Bowl, the ad has the potential to reach millions of people with its message of hope and redemption.
As we watch the game and enjoy the festivities, let us take a moment to reflect on the deeper questions posed by this commercial. Are we chasing after things that will never satisfy, or are we seeking the eternal fulfillment that only Jesus can provide? May this Super Bowl Sunday be an opportunity to turn our hearts toward Him and share His love with those around us.
Sources:
- Crosswalk: New ‘He Gets Us’ Super Bowl Ad Targets American Materialism
- Ad Age: Strategy for 2026 ‘He Gets Us’ Jesus-centered Super Bowl Ad
- Super Bowl Ads: He Gets Us Returns with Powerful Super Bowl 60 Ad