A new LERMA/ “He Gets Us” campaign returned to the Super Bowl for the second time with 60- and 15-second spots. The :60 “Foot Washing,” features a atmospheric cover of the INXS track “Never Tear Us Apart” over still images. The imagery is markedly more stylized than last year’s spots, so much so that you have to play the ad several times to fully appreciate the juxtaposition of the characters depicted. Naturally opposing figures such as mother and pregnant teenage daughter, Christian and Muslim, cowboy and Indian etc., washing feet, brings the emotional intensity of these spots up a notch to drive home the message, “Jesus didn’t teach hate. He washed feet.”
The :15, “Who is My Neighbor,” uses extreme close-up shots of what appear to be people living on the edge, the ones you’d never notice, or if you did, you’d look away quickly, because you wouldn’t know how to act.
Not unlike Jesus himself, both ads have stirred up controversy, and unquestionably have created conversations to throw light onto the modernity and relevance of the Man himself.
AGENCY – LERMA/ (lermaagency.com) LERMA/
Creative Principal – David Morring
Creative Director/Art Director – Ryan Beals Ryan Beals
Creative Director/Copywriter – David Morring
CEO – Pedro Lerma Pedro Lerma
Account Principal – Jon Lee Jon Lee
Sr. Brand Leadership Director – Nicole Cavin Nicole Cavin
Brand Leadership Director – Sara Kern Sara Kern
Brand Supervisor – Rachel Rosser Rachel Rosser
Brand Manager – Katie Miller Katie Miller
Brand Strategy Principal – Kelly Piland Kelly Piland
Brand Strategy Director – Feleceia Wilson Feleceia Wilson
Brand Strategist – Ashlyn Doucet Ashlyn Doucet
PRODUCTION – DITORE MAYO ENTERTAINMENT (ditoremayo.com)
Director – Trey Hill
Executive Producer – Sam Ditore Sam Ditore
Associate Producer – Sydney Bryant Sydney Bryant
Associate Producer – Ruby Lorenzana
Producer – Melissa Herndon
Photographer – Bret Curry
Lead Photo Assistant – Justin Scheidt
Casting – Cast-o-matic
Assistant Director – Augie Alcala
Production Designer – Jett Black
Wardrobe Stylist – Ashley Wilson
Makeup & Hair – Heather Michaels
Editor – Jonah Ingram
Retoucher – Bret Curry
Colorist – Andrew Czap
Finishing – Jack Pyland
Original music by Mophonics Mophonics
Composer: Michael Haziza
Music Creative Producer/Partner: Kristoffer Roggemann Kristoffer Roggemann
Music Producer: Christina Mihaljevic
