In its fourth consecutive Super Bowl ad, the “He Gets Us” campaign is taking aim at the capitalist dream of “more.”
The 60-second spot, dubbed “Loaded Words,” will air during the second half of the Super Bowl on Feb. 8, starts off with a young girl dressed in pink, clutching an armful of dolls while sitting in front of dozens more.
“The one who dies with the most toys wins!” a child-like voiceover says. Cameras flash and a frenetic soundtrack takes over. The rest of the spot is a series of short clips that run the gamut from gambling and scrolling social media to mirror selfies, plastic surgery, fast-moving traffic, fireworks displays, VR headsets, lavish buildings, car racing, body building, and crash test dummies. Sprinkled throughout, the word, “more” flashes across the screen in different stylized lettering.
“You’ve got to learn to get more pleasure out of this,” an old-fashioned voiceover says repeatedly, sometimes with a DJ-style stutter effect.
As the chaotic sounds give way to a quiet landscape and a serene hiker gazing at the sky, the screen says, “There’s more to life than more,” followed by, “What if Jesus shows us how to find it?” The spot then directs viewers to HeGetsUs.com.
The ad is the latest in a long-running campaign under the He Gets Us banner, now run by the Christian nonprofit group Come Near, which was founded in 2021 to oversee the campaign. Last fall, the group kicked off its 2025-2026 campaign, “Loaded Words,” with three spots called “Be,” “Do,” and “Don’t.”
While the first several years of the campaign focused on the idea that Jesus is for everyone, this year’s messaging has shifted in an attempt to feel more personal, explained Come Near chief creative officer Simon Armour.
It remains within “the same DNA of He Gets Us, which is driven by empathy, love and compassion,” Armour told ADWEEK. This year’s series of ads aim to communicate to viewers that “‘Hey, he gets you where you’re at specifically, and what you’re going through in your life,” he continued.
The idea for “Loaded Words” came from focus groups that Come Near conducted last summer to identify people’s struggles and how they’re thinking about spirituality. Based on those conversations, the nonprofit developed the campaign around specific words the team felt tapped into those struggles. The group filmed five ads over nine days in Los Angeles with agency partner Lerma. Salomon Ligthelm directed the spots, and Lol Crawley was director of photography.
