Come Close to, the company chargeable for the “He Will get Us” marketing campaign, is returning to the Tremendous Bowl with a brand new video that may air nationally on Sunday, Feb. 8. (Credit score: Come Close to)
The group behind a earlier viral and controversial Tremendous Bowl advert returns to the massive recreation with a brand new spot and acquainted mission: to “invite all individuals one step nearer to the genuine Jesus from wherever they’re.”
Come Close to, the group chargeable for the “He Will get Us” marketing campaign, will air a brand new commercial throughout Sunday’s recreation between the Seattle Seahawks and New England Patriots.
The video, titled “Is there extra to life than extra?” and directed by filmmaker Salomon Ligthelm, “invitations individuals to rethink what Jesus says about societal stress, doubt, and achievement,” based on a launch shared with FOX Enterprise.
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Simon Armour, Come Close to’s chief inventive officer, says the group emphasizes a “neighbor-led” method, which impressed the themes for this undertaking.
“One of many issues that stored arising was this sense of individuals simply having a number of noise of their life and having the ability to discover peace [amongst] that noise, which is proving very troublesome for them,” Armour advised FOX Enterprise.
After in depth analysis, Come Close to designed the “Loaded Phrases” marketing campaign, which seems at phrases in tradition that “have a promise to them,” Armour stated.
Come Close to, the group behind the “He Will get Us” marketing campaign, will air a brand new video in the course of the Tremendous Bowl on Sunday. (Come Close to)
The spot options varied pictures of individuals scrolling by means of social media, a toddler sitting with an abundance of toys, college students in a classroom utilizing what seem like digital actuality headsets, and a plastic surgeon inspecting a person’s face.
The pictures are featured in a fast-paced sequence, till the advert’s ultimate shot, which encompasses a lady within the desert who seems to be trying on the sky.
“There’s extra to life than extra,” the on-screen textual content concludes.
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Armour stated the spot seems on the “absurdity” of chasing materialistic issues akin to cash, but additionally issues akin to affect and recognition. He stated the video makes an attempt to “maintain up a mirror.”
“Actually, that’s our hope within the spot is that [viewers] really feel seen and heard, that it’s a reflection of the place they’re at and what they’re doing,” Armour stated. “Jesus by no means leaves us within the place that He finds us. He presents one thing extra past that.”
The advert will air nationwide within the second half of the sport, based on the discharge. The group makes use of what Armour described as a “tent pole technique.”
Simon Armour, Come Close to’s Chief Inventive Officer, stated the spot focuses on the “absurdity” of chasing materialistic issues. (Come Close to / Unknown)
“We take a look at moments in tradition the place individuals are actually gathering round … the Tremendous Bowl represents one other a kind of moments the place individuals are actually coming collectively,” Armour stated. “I feel [it is] a superb alternative for us to once more invite individuals to think about Jesus’ perspective on issues that our neighbor is telling us they’re fighting in their very own lives.”
Come Close to had an advert performed in the course of the Tremendous Bowl in 2024, which was met with backlash on social media from each the proper and left.
In response, Armour stated Come Close to’s earlier work was “acknowledged for commenting on tradition,” however this yr, the group needed to “flip that reflection inward.”
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“I feel there’s been a pure evolution of the work,” he stated. “After 4 years, campaigns clearly simply naturally evolve to remain recent and nonetheless get individuals’s consideration … We didn’t go to that place of being extra private once more, as a result of we thought it was a good suggestion, it was actually primarily based on what our neighbor is telling us.”
Come Close to has two different adverts that may air in varied regional markets, together with Portland, Oregon, San Francisco, Denver, Wichita, Kansas, Kansas Metropolis and Oklahoma Metropolis.
Armour says he hopes this video will assist individuals “take a step” in the direction of Jesus. (Come Close to / Unknown)
“He Will get Us” is a marketing campaign that “invitations all individuals to think about Jesus and why He issues,” which began in 2021.
The marketing campaign “has introduced Jesus into a few of tradition’s greatest areas and conversations,” based on its web site, and movies on its YouTube channel have amassed 10 million views, a spokesperson stated.
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Armour stated he hopes that the most recent video will assist individuals “take a step” in the direction of Jesus.
“We actually decide success primarily based on the pursuit of our mission,” he stated. “There’s some ways wherein we measure that concept of 1 step … our hope actually is that no matter that appears like for them, that they do take a step in the direction of Jesus.”
