The “He Gets Us” campaign promoting Jesus is set to return to the Super Bowl on Sunday with a 60-second spot featuring Johnny Cash’s cover of “Personal Jesus” and images of people with historically opposing views uniting, including a Christian and a Pride parade attendee hugging. 

The ad titled “What is Greatness?” was funded by the nonprofit Come Near and created by Lerma/. It will air in the first half and marks the third straight year the campaign, known for showcasing political and social issues, has aired during the Super Bowl.

Other images in the ad depict people standing up against what seem to be political issues. In one, a man washes away the words “Go Back” painted on a wall, possibly alluding to division over immigration issues in the U.S.

“We’re inviting the audience to see for themselves how Jesus treated the unwelcome,” said Pedro Lerma, whose agency Lerma/ also produced previous “He Gets Us” Super Bowl ads, when asked about the phrase shown in the spot.

The photos flash on the screen as Johnny Cash’s cover of “Personal Jesus” plays in the background. The song was originally released by Depeche Mode as a single in 1989 and was later covered by multiple artists including Cash and Marilyn Manson.

A spokeswoman for Come Near said the work “took inspiration from what Jesus said marks true greatness in Matthew 23:11,” referring to the Bible verse. 

A Spanish-language version of the ad will air on the Fox Deportes simulcast. On Saturday, “He Gets Us” sponsored a music festival headlined by Jon Batiste in New Orleans, the site of Super Bowl 2025 between the Philadelphia Eagles and Kansas City Chiefs. 

The new ad is similar to previous iterations of the campaign, which have featured images of people from opposing backgrounds coming together, often with a religious theme. The “He Gets Us” campaign has also shown up during the NFL playoffs and the Grammy Awards.

Come Near’s past ads have stirred controversy because of their connection to people with openly conservative views. Previously “He Gets Us” was affiliated with the Servant Christian Foundation and one of its benefactors was billionaire and founder of Hobby Lobby David Green, who has vocally supported conservative policy issues involving LGBTQ and contraception rights.

While “He Gets Us” is now under a separate organization, a Come Near spokesman confirmed last year that Green’s son, Mart Green, is one of the board of directors for the non-profit entity.

“The board lends their expertise in advisory roles to Come Near,” a spokesman wrote in a statement. “Strategy and execution for Come Near’s projects (including ‘He Gets Us’) is directed by Come Near’s growing staff—in its first full year in operation, the nonprofit startup has grown from five to 15 full-time employees and enlists a growing number of agencies and collaborative partners in executing the ‘He Gets Us’ project to help raise the public conversation about Jesus.”

The organization has also received some criticism for the way it doesn’t disclose its funding and certain members’ identities.