Jesus is again within the Tremendous Bowl for the third time in a row.

“He Will get Us,” a marketing campaign now run by nonprofit Christian group Come Close to, is airing one 60-second advert throughout Super Bowl 2025. The advert — referred to as “What Is Greatness?” — follows a well-known type, tone, and message to earlier years, and was once more created by Dallas-based company Lerma.

“He Will get Us” debuted on the Tremendous Bowl in 2023 and ran a follow-up advert final 12 months.

Nonetheless pictures of on a regular basis individuals serving to others flash throughout the display screen all through the minute-long advert. Johnny Money’s gravelly voice offers the spot its soundtrack — a canopy of Depeche Mode’s 1990 tune, “Private Jesus.” On the finish, “He Will get Us. All of Us.” flashes throughout the display screen, directing individuals to the marketing campaign’s web site.

Partly, it’s an effort to implement learnings from the marketing campaign’s final two Massive Recreation appearances, mentioned Paul Martin, chief advertising and marketing officer for Come Close to. Martin joined the group about six months in the past, he mentioned, after 13 years at Nike.

“All the pieces that we do, we’re going to extract as many learnings as we will to construct into the following,” Martin mentioned, describing the group as a startup.

At its core, the aim of “He Will get Us” stays an effort to reintroduce individuals to Jesus, he mentioned, at a second when the cultural depictions of Christianity have strayed from what the group understands as its true message.

“Come Close to’s imaginative and prescient is to make use of plenty of several types of mediums and create disruptive and personally [compelling] tales and experiences that reveal and invite individuals into the dialog and lifetime of Jesus,” Martin mentioned.

‘If we’re going to speak about it, we’ve obtained to do it first’

This 12 months, the group hosted a music festival-style occasion at a highschool in New Orleans’ Ninth Ward, part of the town that’s been traditionally under-resourced and is essentially ignored throughout main occasions just like the Tremendous Bowl.

“Manufacturers are available in, the highlight’s on the middle of city, it’s VIP events—unique,” mentioned Simon Armour, head of artistic at Come Close to, speaking with ADWEEK onsite on the group’s occasion at George Washington Carver Excessive College. “Locations like this are sometimes ignored.”

Come Close to labored with New Orleans musician Jon Batiste (who’s additionally singing the National Anthem on the Massive Recreation at this time) on the occasion, which it dubbed a “Love Riot.”

Batiste carried out on the competition following a lineup of native acts. It was all free and open to the general public. Native meals distributors handed out free meals and drinks, neighborhood teams had cubicles arrange for recruiting and knowledge sharing, and “He Will get Us” handed out hats that mentioned, “Jesus was a refugee.”