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Culture War Roundup for the week of February 14, 2024

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“He Gets Us” doesn’t get it

[repost because server wipe, if that’s cool with everyone. Same post as yesterday, but probably some uncorrected mistakes from my note app]

The Christian advertising campaign “He Gets Us” aired two ads during the Super Bowl. The first ad asks “who is my neighbor?” interspersed with shots of mostly unsavory characters. The one you don’t value or welcome, the ad answers, to the drums of glitch-y hip hop. The second ad is titled “Foot Washing” and proved quite controversial. Among the scenes of foot washing depicted in the ad, the following have generated the most discussion: a Mexican police officer washing the feet of a black man wearing gold chains in an alley; a “preppy” normie-coded girl washing the feet of an alt girl; a cowboy washing the feet of aNative American; a woman washing the feet of a girl seeking an abortion (with pro-life activists sidelined, their signs upside down); an oil worker washing the feet of an environmental activist; a woman washing the feet of an illegal migrant; a Christian woman washing the feet of a Muslim; and a priest washing the feet of a sassy gay man. This last ad has tenfold the views on YouTube, in large part due to the negative response by Christians and conservatives, for example Matt Walsh and Babylon Bee editor Joel Berry. Joel writes,

There’s a reason the “He Gets Us” commercial didn’t show a liberal washing the feet of someone in a MAGA hat, or a BLM protestor washing an officer’s feet. That would’ve been actually subversive. Because they were strictly following oppressed v oppressor intersectionality guidelines.

I mostly agree with Joel. I think that this ad campaign is a failure.

The campaign fails to understand what brings people to a religion, or any social movement for that matter, or even any product, and as such it will not lead viewers to join their evangelical church or behave in the intended Christian manner. The audience of the Super Bowl is jointly comprised of people who care about what’s popular and cool, and people who care about remarkable feats of strength and dominance. These people are not going to be compelled to “love” their crack addict neighbor because you tell them to, because why would they listen to you? — there is no deeper motivation substantiated as for why they should do this. In the Gospel, Jesus doesn’t say “love your neighbor because it’s nice to do that and I am guilting you”, he says “love your neighbor so as to be a son of God whom created you, and obtain His reward, or else risk judgment from the eternal judge.” This is reward-driven and status-seeking behavior, the reward being administered by God and the status being administered by the church body. In its context, it requires a belief that the person saying it is the ultimate judge of both life and afterlife. (To behave Christlike, the required motivation is the totalizing significance of Christ... hence the name of the religion.) The starting point of the faith is the most dominant and powerful person telling you to care for the poor, not some cheeky “you should care about the poor because you should.”

Again, the Super Bowl viewer cares about what is popular and what is dominant. That’s normal, I’m not criticizing it. So could you not pull anything out of the religious tradition to depict the popularity and dominance of God? What, you feel bad playing off of FOMO to get people to your church? Jesus did just that on many occasions. 1, 2, 3, 4. Do you somehow feel guilty describing Jesus as glorious and powerful? What about the 72,000 angels he commands? You don’t want to tell the viewer that their prayers will be answered, when every 10 minutes there’s an ad for betting and gambling? Viva Las Vegas, non Vita Christi. So it has to be asked, what exactly is the purpose of the campaign? How is this getting people to your church, or even just getting people to behave better? “Jesus gets me” because… biker smoker and crack addict?

If the object of the ad is the instill a sense of pity to compel the viewer to behave morally, then there’s clearly more relevant subjects. Why not the focal point of the religion, the “innocent beautiful sacrificial lamb slain for our freedom” motif? The religion already comes with a built-in way to empower pity. You could say, “he gets us because he dealt with all our pain and temptation”, and that would make much more sense, while incentivizing the intended result of the ad. As is, I get the idea that the ad campaigners are afraid of any depiction of the life of Christ. I don’t get the sense that these people believe he is an essential ingredient of the moral life. And it’s fine if they don’t, that’s their business, but then dont make multimillion dollars ads that about it. If Christ is indeed essential, then your multimillion dollar ad campaign ought to be directed toward producing an image of Christ that is alluring, whether this be through scenes of pity or scenes of power. In an attempt to make Christianity subversive you should not be subverting Christianity.

Back to Joel’s critique of the ad: yes, the foot washing ad is problematic. Beside the fact that it is misinterpreted (explained below), it only works to further demean the image of Christianity to an irreligious America. “If I become a Christian, I’ll have to wash an old man’s feet?” The only viewers that will be compelled here are the foot fetish enthusiasts piqued by the alt girl. You are not going to convince anyone to join your social movement by promising them the opportunity to wash a man’s feet in an alley.

As was mentioned, the ad elevates the status of people who are not exactly Christ-coded, and those whose status is already elevated. During a Super Bowl, it’s not subversive to elevate the status of a vaguely athletic black man wearing gold chains. The half time show was Usher! Neither is it subversive to show an oil rig worker subservient to an environmental activist. In whose world is an environmental activist not more privileged than a dust-coated oil worker? And a wholesome girl washing an alt girl’s feet is not subversive in an event inaugurated by Post Malone’s national anthem. No, no; show me a wealthy and attractive CEO washing the feet of his fat ugly employee, if you must. But don’t just reinstitute the high/low status dynamic already in place by the world.

My last criticism I’ll try to keep short: the theological ground of these ads is spurious. There is indeed a scene where Jesus washes the feet of his disciples, but the writer goes out of his way to clarify the meaning behind it. It begins by mentioning that Jesus “loved his own who were in the world”, namely his followers present and future. The students are shocked when their superior attempts to perform this subservient act, until it is explained to be necessary. “If your Lord washed your feet, you also ought to wash one another’s feet. For I have given you an example, that you should do just as I have done to you. I am not speaking of all of you [not Judas]; I know whom I have chosen.” So, rather than being an act that a Christian is compelled to do to anyone, we have an act that Christians do to one another, to cultivate humility spirit and esteem for their brethren. They are told not to do it to merely self-labeled Christians, like Judas, let alone those of other faiths, as the ad suggests they do.

Foot washing was a culture-specific action that reflected the status hierarchy in a way that has no direct American parallel. An approximate American parallel would be for a boss to allow his employer to use his office, or for a boss to cook his employee’s family a dinner, or to clean his employee’s keyboard. The difficulty in understanding the event without careful study is the reason why it’s a mistake depict it as a means of propagating your worldview. Nothing is accomplished.

I'm not even Christian, but all that ad said to me is "Ha ha, we stole your religion!"

It came off exactly like the smarmy atheist who claims that Jesus really would have been an open borders communist. Not because he's studied the bible and the context of primitive Christians, but because it's a meme he chooses to believe and it pisses off equally ignorant Christians who can't argue against it any more than he can argue for it.

And so the ad spends it's time ritually humiliating Christians, showing them debasing themselves, subservient to people who hate them. All while making a facile claim that it's actually the true expression of their religion.

Trying to google who sponsored the ad, apparently the left maligned family behind Hobby Lobby did it? Which doesn't exactly mesh with my immediate reaction to it. But then again, plenty of religious organizations are acting as suicidal hollowed out zombies of late, so who knows.

I don't have a problem with the fact that it humiliates Christians - humility is a virtue in our religion after all. The first shall be last and the last shall be first and all that.

But I do share a roughly similar feeling about the ad in the sense that it falls into a genre of "non-offensive" Christianity that keeps all the love-thy-neighbour stuff but excludes the wages-of-sin-is-death stuff. An absolutely central part of the faith is forgiveness for repentant sinners, but again and again I've seen that twisted into outright acceptance or celebration of sin itself. And this ad pattern matches to that sort of thing.

The message of Christianity is "You are evil and deserve hell but Jesus loves you anyway". That first part gets interpreted as "hate" pretty often. So when I see something emphasising the "Jesus loves you" while distancing from "hate", while I agree with the literal message, it feels very much like a flavour of Christianity that is never going to get around to mentioning that sin is a thing and you're supposed to repent and turn from it.

It came off exactly like the smarmy atheist who claims that Jesus really would have been an open borders communist. Not because he's studied the bible and the context of primitive Christians, but because it's a meme he chooses to believe and it pisses off equally ignorant Christians who can't argue against it any more than he can argue for it.

Isn't your response in the same genre? You are telling a group that you are not a part of how they should feel about a particular issue on the basis of your beliefs about what that group believes.

I don't think so. If Coil is anything like me, he's had some experience fighting the Christian Right in his heyday before The Turning. We have a rough familiarity with what the average US Christian tends to value and believe because we spent years sparring with it. As outsiders, our understanding may have been necessarily imperfect, and our arguments motivated. But we could detect the general shape of the thing, and it did not include 'love poor migrants', 'the kids are totally fine', and 'kiss black people's feet'.

That may be a generalization (it is), and I may not be a Christian (I'm not), but it's not impossible for me compare where Christian status and power stood in my youth versus today. I can't NOT notice how that ad panders to so many modern lefty sensibilities, meanwhile actual churchgoers I know are decidedly on the Right, regardless of what their religious leadership decrees towards the purpose of modernizing the faith. Is there any cultural bone they could have thrown to social conservatives (y'know, the foremost representative group in US Christianity), or would that have been too icky?

Like... don't show me an ad full of lefty tokens with every group that's been earning side-eye getting their feet smooched and pretend my criticism is some sort of gatekeeping. It's disrespectful to my old foe, and I just feel bad for them.

I'm not an op-ed journalist. I'm not ranting on a conservative Christian message board trying to rally them to offense. I'm not on twitter stirring the pot for attention or rage-click/income. I had a reaction I kept to myself, and my wife, until it came up here. And here is notable as a place relatively removed from both the ignorant edgy atheist and the ignorant triggered Christians.

No, I don't think my response is the same at all.