Why this was a bad Super Bowl ad.

You may have seen the Christian Super Bowl ad depicting what looks like AI-generated images of foot washing (I found out later it’s not AI images, but very stylized photography). The ad, put out by the “He Gets Us” organization, flashes the words “Jesus didn’t teach hate. He washed feet.” At first glance, this commercial seems benign or even good, but with a deeper look, it’s clear that this was a bad ad.

First, let’s examine the lack of logic and Biblical context in the commercial’s statements. Though both of the statements about Jesus are true, the second doesn’t logically follow from the first. A logical statement would say something like, “Jesus didn’t teach hate, he taught… love, repentance, forgiveness, holiness, etc.” Following it with “he washed feet” is just as illogical as saying he “broke bread, wore sandals, walked a lot, flipped tables, picked twelve people, made a lot of people mad, etc.” They are all true, but they don’t logically follow the first statement. They probably mean to say “Jesus served others,” but even that leaves out a lot of context of the Gospels. It fails to mention whose feet Jesus washed, which scripture only indicates that he washed the feet of the twelve Apostles, who had already repented of their sins and committed to living a life following him (though Judas and even Peter fail in that commitment shortly afterward). 

Of the people who were not following him yet (which could be the type of people depicted in the images of this commercial) Jesus was not recorded to have washed their feet. Rather with these new individuals, he emphasizes forgiveness of their sins and the call to follow him. Even when providing miraculous healings, like to the paralytic lowered through the roof or the man with the withered hand or the hemorrhaging woman, he says “Your sins are forgiven” and “Your faith has saved you” and “Go and sin no more” rather than washing their feet or even putting much emphasis on the physical healings occurring. Jesus always points back to their souls and the need for repentance and salvation, not merely his service to them. Additionally, those instances of physical healing do not even deal with people who were particularly known for their sinfulness! The most notably sinful person Jesus is recorded encountering is thought to be a prostitute, named only as “a sinful woman” in Luke 7, and she washes Jesus’ feet, not the other way around! After which Jesus again announces the forgiveness of her sins.

As a former professional marketer, I evaluate whether an advertisement is “good” or “bad” based on whether it’s effective in achieving its goal. The goal of an ad could be to inform, inspire, or, most commonly, encourage an action (ie, a purchase). Though I don’t know for sure the intent of this advertisement, it can be inferred to be one of two things: 1) to invite non-Christians into Christianity, or 2) to encourage Christians to be better. I think it failed to achieve either goal.

If the purpose of this ad was to invite others into Christianity, it fails to do so because it doesn’t adequately explain what Christianity offers OR what it requires. Jesus offers salvation of our souls, freedom from our sins, and entrance into eternal happiness with him—none of which means anything to someone who does not believe they need salvation or think that they have sinned. If we don’t recognize that we need a Savior, then Jesus cannot save us (he will not save anyone without their permission). What Christianity requires is faith in Jesus as the son of God and a recognition of our sins through repentance. Christianity also often requires self-sacrifice and service; picking up our crosses to follow in Jesus’ footsteps of suffering, and, yes, often serving others by proverbially washing their feet. The commercial doesn’t seem to be inviting people to join the washing though, but makes it seem like people are entitled to have their feet washed by Christians. It presents a false message that Jesus is OK with whatever lifestyle you’ve chosen and that he just wants to wash your feet. And he probably does want to wash your feet out of love for you! But unconditional love for a person does not mean unconditional acceptance of behavior. Jesus loves everyone and also wants everyone to stop sinning—because he can see more than any of us how much our sin hurts us and him and the world.

If this commercial was meant to inspire Christians to hate less and serve more, it fails to do so merely by using the word “hate.” You don’t inspire anyone by first shaming them and calling them haters. It also doesn’t give any clear “call to action” as to what to do better (something simple like “talk to your neighbor,” “speak kindly,” or “volunteer at a soup kitchen” would at least give us something to go off of!) It is not hate or bigoted to believe that some lifestyle choices and behaviors are harmful. The reality of sin is a main tenant of Christianity that we cannot overlook. Jesus taught repentance: turning away from sinful behavior.

This commercial, failing either to invite new Christians or inspire current Christians, instead just served to fan the flames of the anti-Christian narratives. Those who call for “tolerance” but are so intolerant of Christian beliefs that they call it “hate.” Jesus didn’t teach hate… but this commercial did.