While the He Gets Us campaign is best-known for its Super Bowl ads — last year’s spot, featuring people washing each other’s feet, went viral — the sprawling PR effort is everywhere: the MLB World Series, the NBA and NHL playoffs, and on top of a NASCAR racecar; there was an ad during the Grammys this week.

There is no better opportunity for advertisers than the Super Bowl, which is watched by an average of more than 100 million Americans each year. Naturally, the price of running a commercial during the game is enormous.

The ads are designed to reach people who have come to believe that Jesus could not possibly love them.  They may have engaged in sinful behaviors in the past or are continuing to engage in these behaviors and they have begun to believe that Jesus had given up on them.