I’ve watched the controversy generated by the Super Bowl ad from "He Gets Us" (foot washings) with amusement, annoyance, and concerns. Reactions from skeptics, like in this Vox article, are typical: Christ may “get us,” but in the ads, “he loves who we hate.” Using expensive ads to market Jesus has also raised questions about those who fund the campaign.

But I am more interested in the reactions inside the Christian community. Some call the ads “woke.” Others say the ads are incomplete for gospel messaging. Well, that’s true. Others propose “He Saves Us” ad clips would be better alternatives. But sincere testimony clips might only mimic the higher quality antecedents. I doubt advertising Christian testimonies is the goal of "He Gets Us".

So what does this Donkey hee-haw? Reactions to "He Gets Us" confirm that “believing insiders” are better at religious critique than gracious communication. We simply don’t know how to share the gospel in a post-Christian culture. We live in echo chambers, and are not comfortable in public spaces.

Disciples of Jesus can learn much from our Master. The religious right in Jesus’ day (the Pharisees) observed his social interactions. Their criticisms sound vaguely familiar. “If this man were a prophet, he would have known who and what sort of woman this is who is touching him, for she is a sinner.” (Luke 7:39) “Look at him! A glutton and a drunkard, a friend of tax collectors and sinners!” (Matthew 11:19).

Jesus purposefully broke cultural norms, religious taboos, and gender-social barriers to connect with outsiders of ill repute. One woman was intrigued because Jesus shared in her basic, human, felt need (for water). That led to a deeper discussion about God's gift of salvation (“living water”) and her need to repent. (John 4:7-26)

The New Testament notes that curiosity comes before conversion. Jesus followers are urged, “let your speech always be gracious, seasoned with salt, so that you may know how you ought to answer each person.” (Colossians 4:6) Do I pay attention to both the content and the manner of my messaging? God has given me grace. Do I show grace to others with appropriate, wise, and intriguing words?

“Always be prepared to give an answer to everyone who asks you to give the reason for the hope that you have. But do this with gentleness and respect …” (1 Peter 3:15) Does my life make others curious to ask? If so, I must reply with gentleness and respect.

Lesslie Newbigin, in The Gospel in a Pluralist Society, observes that “Almost all the proclamations of the gospel which are described in Acts are in response to questions asked by those outside the Church … there is something present, a new reality, which calls for explanation … Something is going on which prompts the crowd to come together and ask, ‘What is going on?’”

“He Gets Us” campaign ads seem intended for a limited purpose — to offer conversation starters for social interactions. Do we reflect Jesus to cultural skeptics? Graciously relating to outsiders may intrigue them. Then they may become ready to hear that “Jesus saves us.” Followers of Jesus must learn how to reflect Jesus, not with those expensive TV ads, but as “living letters” of God’s grace engaged in savory conversations.