The He Gets Us campaign—designed to create “a movement to reintroduce people to the Jesus of the Bible”—has launched a seasonal promotion to run during the Christian religious observances of Lent and Easter.
Playing off the biblical account where Jesus resurrected Lazarus from the dead, the campaign takes a special Adland twist. Specifically, multichannel tactics show Jesus bringing Aunt Jemima back to life.
“Our goal has always been to produce breakthrough, provocative messages that capture people’s attention,” explained the creative director behind the work. “And hell yes, we’re also praying this concept will collect goddamned awards.”
The creative director added, “Resurrecting Aunt Jemima is a way for us to celebrate Black Lives Matter too.”
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