Getting a 30-second commercial spot in the Super Bowl costs millions of dollars. So when the He Gets Us campaign ran not one, but two Jesus commercials on Sunday during the prime time slots, one had to wonder where they got the funding from.

What is He Gets Us campaign?

The He Gets Us campaign was launched in 2022 and aimed to promote Jesus and Christianity. Ever since its inception, its promos have been running on TV, billboards, and social media feeds. One of the videos posted on YouTube by He Gets Us, called The Rebel, amassed 88 million views in 11 months.

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Through the campaign, Christianity champions immigrants, refugees, activists for women’s rights, and an opponent of racial injustice and political corruption. It targets the younger generation who are not typically religious. It reintroduces the “the Jesus of the bible” to youngsters. “Be assured … we’re not ‘left’ or ‘right’ or a political organization of any kind,” the He Gets Us site reads. “We’re also not affiliated with any particular church or denomination.”

On Sunday, the campaign ran two ads. The first one urged viewers to “be childlike.” It played still and moving images of children, showing images of reuniting after quarantine, learning bathroom etiquette, and sharing headphones on a bus. The second ad was more about spreading the message of inclusivity.

Here are some of the reactions people had to the ads on social media:

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Who sponsors He Gets Us commercials?

The campaign is reportedly a subsidiary of the Servant Foundation, which has donated tens of millions to the Alliance Defending Freedom, an organization reputed for fighting abortion rights and non-discrimination laws.

Donors of He Gets Us have largely remained anonymous. However, David Green, Hobby Lobby founder and billionaire told talk show host Glenn Beck that he was helping fund the ads. “You’re going to see it at the Super Bowl—‘He gets Us,’” Green told Beck. “We are wanting to say—we being a lot of people—that he gets us. He understands us. He loves who we hate. I think we have to let the public know and create a movement.”