“He Gets Us” returned to football’s biggest stage Sunday, airing a 60-second spot during Super Bowl 58 between the Kansas City Chiefs and San Francisco 49ers.

The ad, entitled “Foot Washing,” aired during the first quarter of the game. It showed various still images of people having their feet washed and ended with the slogan: “Jesus didn’t teach hate. He washed feet.”

“The thing that’s different about this year is 2024 is a presidential election year, and all of that divisiveness and hostility is amplified in the presidential election,” Jason Vanderground, president of BrandHaven marketing agency, told Crain’s Grand Rapids Business.

“We’re trying to be very intentional to build off of last year’s message and instead of showing people fighting, showing people demonstrating what it looks like to love your neighbor.”

The spot created buzz on social media:

The “He Gets Us” website says the ad campaign is a movement not “affiliated with any single individual, political position, church, or faith denomination.”

“He Gets Us” was started by Servant Foundation – but this year is managed by the newly-formed nonprofit Come Near. The nonprofit’s stated goal is “sharing the life and love of Jesus in thought-provoking new ways.”

Mark Heim is a reporter for The Alabama Media Group. Follow him on Twitter @Mark_Heim. He can be heard on “The Opening Kickoff” on WNSP-FM 105.5 FM in Mobile or on the free Sound of Mobile App from 6 to 9 a.m. daily.