Dallas Agency Unveils ‘He Gets Us’ Campaign Ahead of Super Bowl

The Dallas-based marketing initiative, He Gets Us, has launched a new advertising campaign titled “Loaded Words” ahead of the Super Bowl, continuing its tradition of utilizing the high-profile event to reach a broader audience. This year’s campaign, which began airing on December 22, features three distinct ads named “Do,” “Don’t,” and “Be.” Viewers can catch these ads during holiday programming, including broadcasts for New Year’s Eve and episodes of “Saturday Night Live.”

The ad “Loaded Words” aims to provoke thought and conversation about the expectations society places on individuals. One of the ads portrays a mother soothing her newborn, with voices urging the child not to be afraid and cautioning against getting one’s hopes up. The narrative shifts to a more somber tone, with messages like, “Don’t make problems” and “Don’t forget to plan.” The ad concludes with the question, “What if the only expectation was love? Jesus doesn’t ask us to earn it.”

This campaign is a collaborative effort between the Dallas agency Lerma and Come Near, a nonprofit organization focused on fostering discussions about Jesus Christ. According to Feleceia B. Wilson, a brand strategy principal at Lerma, the ads highlight “small words that carry a lot of meaning.” She explained that these words reflect internal cultural scripts that shape individuals and influence their actions. The intention behind the ads is to open a dialogue about what Jesus might convey in today’s chaotic world, particularly targeting those who are spiritually curious yet skeptical.

Despite the campaign’s positive messaging, it has faced criticism due to its affiliation with the Servant Foundation, which has contributed to the Alliance Defending Freedom, a group known for its anti-abortion and anti-LGBT advocacy. In 2024, Come Near took over the campaign, with board member Mart Green, son of Hobby Lobby CEO David Green, expressing his support for the ads.

This year’s campaign marks a shift from past initiatives that critiqued the sociopolitical landscape. Wilson noted that the focus has now turned more towards individual introspection. The ads aim to resonate with a growing audience while reflecting the nonprofit’s evolving mission.

As Come Near expands, plans are underway to establish a new office in Dallas, where its employee count has reportedly more than doubled over the past year, as confirmed by spokesperson Greg Miller. The campaign’s production, which took place in Los Angeles, has not diminished the connection to Dallas, a city that Wilson describes as “a welcoming space for new opportunities.” Recent incentives from the Texas state government for faith-based projects have further fueled optimism about the organization’s future.

While the campaign’s ads continue to air, they are anticipated to make a brief appearance during the 2024 Super Bowl, marking another milestone in the ongoing effort to share the message of love and acceptance associated with Jesus. As the campaign evolves, its leaders remain hopeful about what lies ahead and the potential for bringing more initiatives back to Dallas.