If you’re like me, then you’ve also seen some advertisements and TV commercials promoting messages about Jesus. These ads have made thought-provoking statements like:
“Jesus didn’t want us to act like adults.”
“Jesus was a refugee.”
“Jesus was cancelled.”
“Jesus felt heartbreak.”
“Jesus let his hair down, too.”
There is even a large sign on the Las Vegas strip which reads: “Jesus went all in, too.”
A large ad on the Las Vegas strip from the He Gets Me movement.
These ads have been watched by millions. Even today during the Superbowl, you will see one or two of these messages. Those who are behind the campaign state that they will spend $1 billion—yes, billion!—on the campaign over the next three years.
One thing that becomes apparent is their desire to make Jesus more culturally relevant here in America. The commercials are very well done and very compelling. If you commit to an act of love on the campaign’s website, you can even get a free sticker, hat, and T-shirt.
The core of this messaging says that ‘Jesus understands us, as he faced similar situations.’ ‘He is love and welcomes everyone at his table.’
I must confess, I am conflicted by this campaign. Does Jesus need to be rebranded? Many non-Christians, and Christians alike, have a negative view of Christianity here in America. But, is our image of Jesus really the problem? Are we blaming a few bad apples for why people may dislike Christians as an excuse to avoid the bigger problem of sin?
Many non-Christians, and Christians alike, have a negative view of Christianity here in America. But, is our image of Jesus really the problem?
While Jesus called all to His table, He didn’t hold back from teaching the truth. His followers even found His teaching too difficult (see John 6:60–66). In fact, He said narrow and difficult is the gate that leads to life, and few will find it (Matthew 7:14). He said that His followers would be persecuted (see Matthew 10:16–18; John 15:19–20). He told us to go and teach others to obey all that He has taught us (Matthew 28:19–20). He taught us to resist sin and to resist the Devil (see Matthew 4:1–11).
Last month, when our iBIBLE artists returned from celebrating the holidays, I had them all focus on a new episode of iBIBLE called “Salvation.” It is different because it is not a chronological episode. Instead, it highlights Jesus and what we must do to be saved.
A scene from the iBIBLE Salvation episode: The angel Gabriel appears to Mary.
The Biblical narrative reveals an overarching theme of man’s fall and separation from our Creator and God’s plan of salvation through His Son, Jesus. It speaks of being baptized, repenting of sins, believing in our hearts that God has raised Jesus from the dead, confessing with our mouths that Jesus is Lord, and becoming children of God.
The Bible also speaks of the Holy Spirit Who convicts of sin, of righteousness, and of a coming judgment upon this world and eternal damnation for those whose names are not written in the Lamb’s Book of Life (see John 16:7–8). The Bible speaks of a task to go into all the world and teach the Gospel message (see Acts 1:8).
A scene from the iBIBLE Salvation episode: Isaiah writes prophecies from the Lord.
If the current campaign to make Jesus more culturally relevant can lead people into the Word of God, into fellowship with other believers, into repentance of sins, and into acknowledgement of the cross and God having raised Jesus from the dead, then I am all for it.
However, if it spreads a message that Jesus is more like one of us and that He is simply love and acceptance, then I remain very concerned and conflicted.
A scene from the iBIBLE Salvation episode: The Crucifixion of Jesus.
Will having more respect and adoration for a Jesus Who “was a refugee,” “had fun,” “let his hair down,” or “went all in” lead to repentance and salvation? Or will it lead to more people just liking Jesus because He understands us?
Does Jesus need to win a popularity contest?
It is not my intent to beat up this campaign. My message is simply that I remain very conflicted, and I think it is a fair question to ask—“Does Jesus needs us to rebrand Him and make Him more culturally relevant here in America?”
I remember reading a paper from a Professor Michael Goheen on the importance of teaching the whole Bible, the entire Biblical narrative, and understanding its one story. He concluded that if we fail to do this, we run the risk of people making Jesus part of their culture instead of realizing God’s plan and aligning their culture with Him.
He concluded that if we fail to do this, we run the risk of people making Jesus part of their culture instead of realizing God’s plan and aligning their culture
with Him.
The Jesus ad campaign eventually leads people to YouVersion, which is an amazing website and phone app. I am personally very encouraged by this, and I hope many dig deeper in knowing what the Bible, the whole Bible, says about Jesus and God’s plan to redeem mankind. We will also have iBIBLE on YouVersion along with daily reading plans teaching the Biblical narrative.
We know overall church attendance is down, as is Bible engagement and public perception of Christianity. But I personally know of many churches that are growing, serving, teaching, sending, and making disciples, including the church I attend. They teach the Bible and follow its teaching. The same can be said for churches around the world that are experiencing incredible revival.
All studies indicate that the church is growing the fastest in countries where persecution exists. For them Jesus is NOT culturally relevant! Nor does He need rebranding. What could we learn from them?
I agree that America is turning its back on God and Christianity, as much of Europe already has. I just don’t know if rebranding a more culturally relevant Jesus is the answer. What do you think? Please feel free to respond to this email and share your thoughts with me.
I agree America is turning its back on God and Christianity as much of Europe already has. I just don’t know if rebranding a more culturally relevant Jesus is the answer.
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