During Super Bowl LVIII, a new nonprofit group called Come Near released two ads with the tagline “He Gets Us” to promote the Christian faith in a way that it believes is relatable, non-offensive and nonpartisan. The “He” is Jesus, who is portrayed in the ads as an avatar for peace, connection and acceptance.

Critics of the advertisement say the welcoming message is deceptive. Some claim it does not line up with the campaign's Christian funders, who they say have supported anti-LGBTQ+ and anti-abortion causes.

The ads ran for a total of 75 seconds and together cost an estimated $17.5 million, according to AdWeek. Critics have noted the campaign's welcoming and progressive messages seem at odds with some of its Christian funders, who have also supported anti-LGBTQ+ and anti-abortion causes.

Funded by the “He Gets Us” group, the ad is a series of still images focused on one person washing the feet of another. It was their attempt to highlight a central theme from my favorite liturgical day of the year, Maundy Thursday.