Then one of his disciples, Judas Iscariot (who was about to betray him), said, “Why wasn’t this perfume sold for three hundred denarii and given to the poor?”…. Jesus answered, “Leave her alone; she has kept it for the day of my burial. For you always have the poor with you, but you do not always have me.” (John 12: 4-8, CSB).

A group of Christian individuals and organizations recently developed an advertising campaign for American TV called “He Gets Us” (www.hegetsus.com). This group states that they are a diverse group of people passionate about the authentic Jesus of the Bible who want everyone to understand Jesus as he’s depicted in the Bible.

The campaign has purchased airtime to broadcast its commercials on national television. Recently, the campaign purchased airtime for two commercials during SuperBowl LVII at a cost of millions of dollars for each 30-second spot. The campaign says it plans to to invest a billion dollars on spreading its message of the Jesus of the Bible.

Spending millions of dollars on “messaging” has, of course, generated criticism from both the socially-conscious Christians on the theological left and the fundamentalist Christians on the theological right. The biggest criticism of the campaign, however, is its spending on marketing, which is seen as money that could be spent for funding community programs for the poor and advocacy for the oppressed.