The Superbowl Commercial “He Gets Us” misses the mark by presenting a narrow view of Christianity where narcissism is disguised as altruism. The commercial initially appears harmless, featuring still images of individuals from marginalized communities having their feet washed by figures of authority, concluding with the optimistic message, “Jesus Didn’t Hate… He Washed Feet.” However, a closer examination reveals an underlying imbalance of power that continues to give only one group of people in the images an undue advantage.

In the commercial, there’s a deliberate emphasis on the Christian identity of those washing feet, drawing a direct comparison to Jesus. Yet, what often escapes notice is the intricate power play within these visuals. Take, for instance, the unmistakable authority conveyed through attire: a police officer in uniform washing the feet of a young black man, a priest in clerical garb attending to a queer individual, or a white man kneeling before an Indigenous man. The act of washing feet, often seen as a symbol of humility, ironically becomes a platform for asserting dominance. Those who kneel or crouch, seemingly in a subservient position, are paradoxically at the center of power because the power to make change lies literally in their hands. Yet, instead of utilizing this power, they choose to wash feet. What’s particularly troubling is that this power imbalance is taken for granted, assumed, reinforced, but never challenged throughout the commercial.

The commercial perpetuates stereotypes by depicting individuals on the margins in ways that reinforce societal expectations and biases. For instance, the image of a migrant woman with a baby in hand, positioned in front of a bus, taps into the prevalent stereotype of immigrants as struggling and dependent. Similarly, the portrayal of a Muslim woman wearing a hijab, or a young woman outside a Family Planning Clinic, all evoke preconceived notions about their respective identities. These portrayals not only rely on stereotypes related to gender, age, race, class, and citizenship but also suggest that those having their feet washed are standing outside the boundaries of mainstream Americanness.

Furthermore, by depicting individuals on the margins as recipients of compassion and service, the commercial perpetuates a narrative that freezes them into the role of “perpetual victims,” devoid of agency or empowerment. This commercial also overlooks their capacity for self-determination and resilience and undermines the agency and autonomy of these individuals. Instead, they are transformed into passive objects, their subjectivities exploited and utilized to showcase the compassionate and generous nature of Christians. In essence, what might initially seem like unselfish displays of compassion and humility, upon closer examination, unveil a narrow interpretation of Christianity that disguises narcissistic intentions under the guise of altruism.

This kind of Christianity is commercially viable because it commodifies acts of compassion, charity, and humility, appealing to our desire to “feel-good” about ourselves, even if this comes at the cost of others. This view of Christianity also promotes a shallow understanding of Jesus, his life, and his message. In John 13:1–16, Jesus washes the feet of his disciples in a house. Two crucial aspects need to be highlighted. First, this act is performed within the context of a mutual relationship between Jesus and his disciples. Secondly, the private nature of this act underscores its intimacy, intended to dismantle established power hierarchies. While, one could argue that this text endorses humility and service, the private setting in which Jesus washes the feet of his disciples suggests that acts of humility and service are meant to occur within the realm of personal relationships, where power dynamics can be subverted and connection and trust is fostered.        

Unlike the commercial portrayal, Jesus’ act of foot washing is not about grabbing strangers but about fostering relationships and building trust within a community. Consent, a crucial element of respectful interaction is also overlooked in this advertisement. In the biblical narrative, Jesus’ instruction for his disciples to wash each other’s feet underscores the importance of mutuality and equality in relationships. By symbolizing the breakdown of traditional hierarchies, this act promotes a community founded on principles of fairness and mutual respect. Each person’s power and dignity are acknowledged and affirmed, fostering a sense of belonging and solidarity among all members.

The commercial boldly claims that Jesus “Gets Us”… But does this commercial truly Get Jesus? It’s a question worth pondering. While it may seem that the message of Jesus’ service and humility is being broadcasted widely to millions, the danger lies in overlooking the medium through which it’s delivered. Commercials like “He Gets Us” promote a sanitized, apolitical version of Christianity that conveniently sidesteps conversations about social justice. This interpretation of Jesus and Christianity may be easily marketable and appealing. However, it’s not sustainable because its concept of inclusion and belonging relies on assimilation and conversion. What initially started as a “come as you are” rapidly evolves into “come conform with us,” which unfortunately means shed all those identities that make you uniquely you.

This superficial understanding of Christianity reduces acts of compassion to mere public gestures of kindness, and prioritizes its own self-image by tokenizing those on the margins, and create an image of the Other that is amiable, pleasing, and acceptable to our view. This Christianity has a limited view of its own history and refuses to acknowledge the imperial and colonial beginnings that were the underpinnings of this movement, that has historically perpetuated violence, oppression, and marginalization of communities around the world.

Moreover, this version of Christianity lacks the humility to recognize that those on the margins may have valuable insights to offer. It fails to envision a Christianity that could learns from those standing on the margins. By clinging to its narrow view of salvation and redemption, this kind of Christianity closes itself off to the transformative potential of genuine solidarity and mutual learning. The hubris of this Christianity lies in thinking that they are only ones who can give to humanity and to the betterment of society, and it is precisely because of this hubris that has led people to leave the Christianity and the Church. If this kind of Christianity truly understood Jesus, it would look beyond the act of foot washing and recognize that this is an act of giving up power and your willingness to be transformed by the Other.

In the face of commercials like this, which exploit marginalized identities for personal gain, it’s clear that genuine transformation is urgently needed within our understanding of Christianity. This transformation requires us to confront our privilege, acknowledge our complicity in past injustices, and embrace humility and self-awareness. Until we do so, we’ll continue to perpetuate a distorted version of Christianity that masquerades narcissism as altruism. It’s time to break free from this cycle and truly embody the values of compassion, empathy, and justice that Jesus taught with a simple but active and transformative gesture of foot washing.

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Sharon Jacob is a dynamic Visiting Professor of New Testament and Postcolonial Studies at Claremont School of Theology, with a robust background spanning over 12 years in teaching and leadership development. She has equipped and mentored over 200 leaders across diverse sectors, including church leadership, activism, non-profit organizations, and community organizing.

As a passionate and prolific biblical scholar, author, and speaker, Sharon’s expertise lies in bridging the gap between sacred texts and contemporary issues. Drawing from postcolonial theory, gender and sexuality studies, and critical race studies, she offers insightful interpretations of scriptures that resonate with present-day realities.

Sharon’s mission is to empower individuals to engage critically with sacred texts, challenging harmful interpretations that perpetuate isolation, suffering, and marginalization in communities. Through her teaching and speaking engagements, she inspires audiences to reimagine the Bible in fresh and innovative ways, fostering understanding and inclusivity.

To connect with Dr. Sharon Jacob and explore opportunities for her to engage with your congregation or organization, please reach out at sharonjacobpts@gmail.com. Join her in reshaping the dialogue around sacred texts and fostering meaningful change in our communities.