A trendy new "Jesus marketing" campaign seeks to rebrand a familiar figure.
“They are wanting to know more about a Jesus who is a false Jesus,” said the Reverend Tom Buck in reference to the new HeGetsUs campaign which ChristianityToday describes as a campaign to “make Jesus the ‘biggest brand in your city.”
The HeGetsUs campaign aims not to get people to “go to church,” but rather invite people to “consider the story of a man who created a radical love movement that continues to impact the world thousands of years later.”
As they explain on their website:
He Gets Us is a movement to reintroduce people to the Jesus of the Bible and his confounding love and forgiveness. We believe his words, example, and life have relevance in our lives today and offer hope for a better future.
They seem to believe the public “image” of Jesus needs to be rehabilitated for the 21st Century. They realized a problem according to Jason Vanderground: “how did the world’s greatest love story become known as a hate group…but we wanted to help them see that in Jesus there was somebody who had a lot of common experience just like they did.”
On their website they attempt to portray the Saviour as relatable and sharing many experiences, problems, feelings, and emotions endured by 21st Century people.
One of the videos asserts, “Jesus suffered anxiety, too.” The assertion the Saviour suffered “anxiety” is theologically dubious and comes very near to blasphemy.
Another video claims, “Jesus had to control his outrage, too.” But the outrage Jesus felt was never sinful, was always justified, and always perfect in its expression. The explanation goes on to say, “By telling this story, we reminded ourselves that even when we’re tested and trolled, we have the option of rising above.” But do we have the power to do so?