Super Bowl Ads: Unpacking Diversity, Controversy, and the "He Gets Us" Phenomenon
The Super Bowl isn't just a sporting event; it's a colossal cultural platform, a gladiatorial arena for brands vying for our attention. And in recent years, this stage has become an increasingly significant battleground for social messaging, particularly concerning diversity and inclusion.
Every year, millions tune in to witness not just gridiron glory, but also the highly anticipated, often talked-about, and occasionally contentious Super Bowl commercials. These aren't just ads; they're cultural barometers, reflecting societal shifts, brand ambitions, and sometimes, brewing controversies. The recent Super Bowl broadcast was no exception, offering a fascinating blend of humor, aspiration, and deeply resonant social commentary, including significant discussions around LGBTQ+ representation and the high-profile "He Gets Us" campaign.
But what truly defines an "inclusive" Super Bowl commercial? Is it overt representation, a subtle nod, or a message that seeks to unite across divides? Let's dive into the evolving landscape of Super Bowl advertising, exploring the nuanced ways brands are engaging with diversity and faith, and what it tells us about our collective cultural conversation.
The "He Gets Us" Campaign: A Message of Love and Its Complex Reception
Among the most prominent and widely discussed commercials during the recent Super Bowl was the multi-spot campaign from "He Gets Us." These ads, including notable pieces like "Foot Washing" and "Know Your Neighbor," took a distinctly different approach from typical product pushes. Instead of selling a physical good, they aimed to sell an idea: the universal relatability and love of Jesus.
Exploring the 2024 Super Bowl "He Gets Us" Spots
The "Foot Washing" commercial, aired early in the game, featured a series of poignant, still images depicting diverse individuals from various walks of life - including a woman outside a family planning clinic - engaging in the act of having their feet washed. The powerful visual culminated with the tagline: "Jesus didn't teach hate. He washed feet." This simple yet profound statement aimed to reposition perceptions of faith, emphasizing compassion and service over judgment.
A second spot, "Know Your Neighbor," continued this theme, showcasing different people sharing moments of connection, again with an implicit message of understanding and empathy inspired by biblical teachings. These ads were deliberately thought-provoking, designed to spark conversation beyond the typical commercial break chatter.
Behind the Campaign: Who is "He Gets Us"?
For many viewers, a natural question arose: who is behind these distinctive commercials? The "He Gets Us" campaign positions itself as a movement, not affiliated with any specific church, political ideology, or denomination. While initially launched by the Kansas-based nonprofit Servant Foundation (also known as The Signatry) in earlier years, the 2024 campaign saw management shift to a newly formed nonprofit called Come Near. Come Near states its goal as "sharing the life and love of Jesus in thought-provoking new ways."
The Servant Foundation, for its part, functions as a donor-advised fund, describing itself as a "Christian ministry seeking to build the Kingdom of God by inspiring world-changing generosity." Understanding these organizational structures provides crucial context for the campaign's significant financial investment in prime-time advertising slots and its broader mission.
"Jesus Loves Gay People": Addressing Inclusivity Head-On
Perhaps one of the most striking aspects of the "He Gets Us" campaign, especially in the context of LGBTQ+ representation, is its explicit stance on inclusivity. The campaign's broader messaging, echoed on its website and through various outreach efforts, boldly proclaims: "Jesus loves gay people and Jesus loves trans people." This direct affirmation stands in stark contrast to the historical and ongoing tensions between some faith-based movements and the LGBTQ+ community. By taking such an unequivocal position, "He Gets Us" aims to bridge divides and present a welcoming, affirming face of Christianity.
This message, delivered on the largest advertising stage, prompts significant discussion. Does it truly resonate with LGBTQ+ individuals and allies? Does it challenge preconceived notions within religious communities? The campaign clearly intends to reach a wide audience, including those who may feel alienated from traditional religious institutions, with a message of unconditional acceptance.
Beyond "He Gets Us": The Broader Landscape of LGBTQ+ Inclusive Super Bowl Advertising
While "He Gets Us" brought a unique faith-based perspective on inclusivity, many other brands continued their efforts to showcase diverse representation during the Super Bowl. This year's lineup demonstrated a varied approach to LGBTQ+ inclusion, from subtle nods to more overt depictions.
A Decade of Progress: The Evolution of Inclusivity
It's remarkable to consider that the recent Super Bowl marks a significant milestone: a decade since the first-ever commercial with explicit LGBTQ+ representation aired during the big game. This speaks volumes about the evolving societal acceptance and corporate understanding of diverse audiences. From those early, tentative steps, brands have steadily increased their inclusion efforts, recognizing the importance of authentic representation.
This year, several well-known brands embraced the opportunity to feature LGBTQ+ individuals and themes in their ads. While some representations were more explicit than others, the collective presence signals an ongoing commitment from various industries. Brands noted for their inclusive messaging this year included:
- elf Cosmetics
- Hellmann's
- Mountain Dew
- NYX Professional Makeup
- Paramount+
- Starry
- Volkswagen
These companies, through their creative storytelling, contributed to a Super Bowl advertising landscape that increasingly mirrors the diverse fabric of society. Whether it was through diverse casting, implicit narratives, or direct engagement with LGBTQ+ themes, these brands showcased a commitment to broadening their appeal.
The Shadow of Controversy: Learning from Past Reactions
Interestingly, some observers noted that there might have been a slightly lower volume of overtly LGBTQ-inclusive commercials this year compared to previous peak years. This observation leads to an inevitable question: could this be a reaction to past controversies, such as the widely publicized backlash experienced by Bud Light after its collaboration with a transgender influencer? It's a valid concern for brands walking the tightrope between authentic representation and potential consumer boycotts.
The commercial landscape is fraught with such considerations. While the intent to be inclusive is often genuine, brands must also navigate the very real, and sometimes volatile, reactions from different consumer segments. This dynamic creates a challenging environment for marketers, pushing them to consider not just what they represent, but how it will be received by an increasingly polarized audience.
The Intersection of Faith, Marketing, and Social Progress
The 2024 Super Bowl commercials, particularly the "He Gets Us" campaign alongside other brands' diversity efforts, highlight a fascinating and complex intersection: the role of major advertising platforms in shaping and reflecting social discourse. Are these ads purely about selling products, or have they become forums for cultural commentary and values-driven marketing?
The "He Gets Us" campaign is a prime example of high-budget, values-driven advertising. By taking a specific stance on inclusivity, even from a faith perspective, it challenges traditional advertising norms. It prompts viewers to consider not just their purchasing habits, but also their beliefs about community, acceptance, and the role of faith in modern society. This kind of messaging, while commendable in its intent to foster unity, inevitably sparks debate, as different interpretations of religious teachings and social justice issues collide.
On the other hand, brands that simply integrate diverse casting into their narratives are often celebrated for normalizing representation. When a family in an ad happens to be same-sex, or an individual defies gender norms in their portrayal, it subtly but powerfully shifts societal perceptions. These moments, sometimes less "loud" than a direct values campaign, contribute to a pervasive sense of normalcy and acceptance.
What Super Bowl Ads Tell Us About Our Society
Ultimately, the collection of Super Bowl commercials each year offers a unique snapshot of our collective consciousness. They reveal what brands believe resonates with us, what values they want to align themselves with, and how they perceive the evolving social fabric of America and beyond.
The presence of campaigns like "He Gets Us," with their direct appeals to universal love and acceptance, alongside mainstream brands embracing diverse identities, signifies a pivotal moment in advertising. It suggests that consumers increasingly expect brands to stand for something, to reflect the world as it is, and perhaps even to help shape it for the better.
The conversation around LGBTQ+ representation, religious messaging, and social values in advertising is far from over. As technology advances and societal norms continue to evolve, the Super Bowl will undoubtedly remain a crucial barometer, offering insights into our shared values, our ongoing challenges, and our collective journey towards a more inclusive future. What will next year's ads reveal?