John R. Kowalski Integrative Marketing Fusion

Spreading Hate through Advertising

Spreading Hate through Advertising

hate advertising

There seems to be some talk surrounding the new “He Gets Us” ad campaign promoting Jesus that aired at the Super Bowl. First off, I’m not a fan of advertising unless you have a clear mechanism to measure it. How will you know if it works if you’re not watching the data? Unless the CTA is directing the audience to a measurable how are you measuring it?

With this campaign if you follow the money it stems from the Servant Foundation who has donated more than $50 million to the Alliance Defending Freedom, an organization declared a hate group by the Southern Poverty Law Center. It has played a role in legislation pushing to promote discrimination against LGBTQ+ people. Not to get into a religion debate, but didn’t Jesus teach us to love everyone?

Some other articles that go more in depth on the truth behind these ads:

So it seems this campaigns goal is to help spread hate and division by using (and tarnishing) the image of Jesus. Shitty. Just plain shitty and hateful.

Anyway, the ad in question spent $20 million dollars on it’s two Super Bowl ads and is expected to spend an amazing $100 million dollars on media and much more through the whole campaign. Ok, let’s pretend the main motive isn’t to spread hate and a reputable organization really trying to do good. Instead of spending money on sales tools or these ads, why not communicate through your actions? This organization could better use that funding to do something rather than simply talk about it. Fund food banks, help homeless shelters, etc. Do some real work supporting the love Jesus taught us. Actions speak louder than words or advertising.

I was once approached to help market a product that did testing on animals. What I do in my professional life is also a reflection of me as a person and there is no way in hell I would want to be tied to that type of organization. In my eyes, any organization that has a hand in this “He Gets Us” campaign needs to check their values (unless their they and their brand supports this rhetoric). 

What you work on is also a reflection of you and your brand. Treat it with care as it only takes one mis-step to tarnish it.

Have you had your values checked by any of your marketing work? Comment below.

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One Reply to “Spreading Hate through Advertising”

  1. Another article that’s associated with the above and the Alliance Defending Freedom. Thank you Southern Poverty Law Center for this great work.


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