The “He Gets Us” television ad that aired during Super Bowl LVIII has prompted a lot of criticism from many of my liberal/progressive friends because of the huge cost of the ads. Those critics argue that all those millions of dollars could have been put to much better use feeding and housing people experiencing homelessness for example.
I understand those concerns, and upon learning that the ads are funded by theologically and politically conservative donors I get it even more. I must admit however that when I first watched the ad of people of different races and ethnicities washing each others feet I was favorably moved by that message, and I am sorry to have that positive narrative spoiled by knowing the back story.
The commercials that bothered me much more on the other hand were the hyper-materialistic message of the “shop like a billionaire” spots offered from the Chinese company Temu. That self-centered prosperity gospel message is a full 180 degrees opposite to the foot washing images of the “He Gets Us” commercials, and yet I have seen no objections being raised at all about that troubling message.
Not only is materialism a huge threat to basic Christian values, these commercials come from a company notorious for undercutting prices of American manufacturers by using what amounts to slave labor.
So the question for me is one of ethics. Is it better to promote a good message for the wrong reasons or to spout a false message blatantly? The “shop like a billionaire” ads seem totally wrong-headed. God knows we already have too many billionaires (Taylor Swift being one of a few notable exceptions) using their ill-gotten wealth for nefarious purposes. Promoting the prosperity gospel to the masses of gullible people only spreads that total distortion of Jesus’ message. I don’t know if the “He gets us” sponsors get Jesus or not, and I am reluctant to sit in judgment of them. What is obvious to me is that the Temu folks most certainly don’t get Jesus, and it bothers me that no one seems to be pointing that out.
And of course the bottom line, the hard question we all need to ask is “Do I get Jesus?” Lent is a good time to ask oneself, “How much time do I spend washing feet and how much chasing after the idols of materialism?”