Each video ends with the tagline, “He gets us. All of us,” with the word “us” in yellow letters before the two words collapse onto each other and spell out “Jesus” with the letters “U” and “S” still tinted yellow.
“We wanted to find a way to tell the story differently with no gatekeepers, and where skeptics could come and have a conversation about Jesus, if they’d like, without any expectation of conversion or church attendance or anything that might go along with those kinds of conversations in other instances,” Lee said.
The campaign’s test markets include Charlotte, North Carolina; Oklahoma City, Oklahoma; Colorado Springs, Colorado; Orlando, Florida; Columbus, Ohio; Phoenix, Arizona; Dallas/Fort Worth, Texas; Portland Oregon; Kansas City, Missouri; Miami and Ft. Lauderdale, Florida.
North Carolina-based agency Haven Creative oversaw the overall project, while Lerma/ led the creative, Chicago-based agency KSM handled media, and Magnify Digital led web design. Other than the website, the campaign will run across local TV spots, digital videos and out-of-home. The effort also includes a virtual Bible streamed on YouTube.