The @HeGetsUs Super Bowl Ad That Fooled Everyone Until the Final Ten Seconds

The Unveiling: Initial Impressions of the Ambiguous Super Bowl Spot

The hush that fell over stadiums and living rooms nationwide during the highly anticipated commercial break was quickly replaced by a distinct, collective furrowing of brows. The spot, airing midway through the fourth quarter, opened with breathtaking cinematic quality—sweeping, painterly landscapes juxtaposed with intensely intimate vignettes of modern human struggle. We saw tired healthcare workers, a single parent struggling to make ends meet, and communities grappling with division. The mood was somber, deeply empathetic, and profoundly universal, focusing relentlessly on themes of unseen burdens and quiet resilience.

The Great Social Media Whiff

Before the final moments, the consensus on social media was one of widespread, albeit respectful, confusion. Hashtags like #WhoIsThis and #DeepAd trended alongside speculation about major streaming services or perhaps an unannounced documentary series. Viewers were clearly emotionally invested in the narrative threads presented, applauding the production value and the raw honesty of the storytelling. Was this a political campaign? A sophisticated non-profit push for social justice reform? The ambiguity was palpable, transforming the usual Super Bowl chatter into a genuine, suspenseful mystery.

This calculated withholding of identity set the stage perfectly. By demanding emotional investment without offering an immediate corporate payoff, the advertisers ensured that every viewer remained tuned in, waiting for the anchor that would finally tether the powerful imagery to a recognizable brand. The silence regarding sponsorship was, perhaps, the most effective pre-reveal marketing strategy imaginable.

The Lerma Agency Strategy: Mastering Misdirection

The architecture behind this audacious creative pivot was the Minneapolis-based agency, Lerma. Their strategy was not merely to buy eyeballs, but to capture and hold attention by deliberately eschewing the traditional path of immediate brand identification that dominates Super Bowl advertising.

The Power of the Void

In the high-stakes environment of Super Bowl advertising, where billions of dollars are spent to ensure instant recognition, Lerma opted for the void. Their approach rested on the premise that in an oversaturated media landscape, the only way to truly stand out is to give the audience something to figure out. The effectiveness of this ambiguity in such a high-stakes context cannot be overstated; it was a massive gamble betting on human curiosity over brand loyalty in the initial viewing.

Lerma, known for blending cultural nuance with sharp, direct communication in previous campaigns, clearly understood the cultural temperature. They recognized that viewers were fatigued by overtly commercialized messages and might respond more favorably to a narrative that felt urgent and un-sponsored—at least initially.

• Calculated Risk Assessment: The risk was high: viewers could feel tricked or frustrated, leading to backlash. However, the potential reward was exponentially higher: earning genuine conversation that transcends the 30-second spot and spills into the next day’s news cycle. The agency chose engagement over immediate clarification.

This method forced the audience to engage with the message first, rather than instantly filtering it through preconceived notions about the sponsoring entity. It was a masterclass in leveraging the Super Bowl platform not just for reach, but for intellectual and emotional interrogation.

The Ten-Second Pivot: Decoding the @HeGetsUs Reveal

Then, with approximately ten seconds left on the clock, the mood snapped into focus. The emotionally charged montage dissolved, replaced by a stark, clean background. The logo materialized—the familiar, stylized @HeGetsUs moniker—followed by a simple, powerful tagline: "He still does."

The Sentiment Shift

The immediate social media reaction was a seismic wave of recognition and, for many, a sudden flood of context. If viewers had been confused moments before, they were now either nodding in recognition or reeling from the sudden pivot to a faith-based narrative. The hashtag #HeGetsUs immediately surged to the top of trending topics, proving the strategy’s immediate efficacy in driving conversation toward the brand’s actual identity.

The core message the @HeGetsUs campaign intends to convey through this tactic is one of radical relatability. By showcasing modern struggles—debt, isolation, prejudice—before attaching the Christian narrative, they sought to bridge the gap between ancient scripture and contemporary life. The final ten seconds served as the key, unlocking the meaning of the preceding minute by demonstrating that the historical figure central to the faith understands these modern trials.

Post-Game Analysis: Measuring the Impact of the Deceptive Ad

By the morning after, the metrics were already telling a story different from any typical ad buy. While the initial paid media spend was significant, the earned media value—the organic coverage, commentary, and analysis generated by the mystery—dwarfed the initial investment, as first reported by @Adweek on Feb 9, 2026 · 3:38 AM UTC.

Metrics of Triumph

This campaign stands in stark contrast to previous Super Bowl strategies that relied on celebrity cameos or product integration to guarantee immediate goodwill. Here, goodwill was earned through suspense, forcing a deeper, more thoughtful engagement with the resulting message.

The Shadow of Trickery

The critical question remains: Did the successful deception overshadow the actual spiritual message? Critics argued that the structure resembled a bait-and-switch, potentially alienating viewers who felt manipulated into watching a religious advertisement under the guise of general social commentary. Conversely, advocates argued that this very manipulation was necessary to break through the noise and ensure the intended audience—including those who might normally tune out a faith-based ad—was paying attention when the message finally landed. The efficacy of the trickery is inseparable from the impact of the message.

Looking Ahead: The Future of Purpose-Driven Advertising

This @HeGetsUs execution, masterminded by Lerma, will undoubtedly serve as a mandatory case study for years to come. It suggests a future where Super Bowl advertisers must be prepared to deliver genuine narrative substance rather than just glossy spectacle, pushing the boundaries of ambiguity to capture attention in an era of ad-skipping technology.

The long-term goal of the @HeGetsUs movement transcends the immediate Super Bowl buzz. It seeks to re-frame a historical religious figure within a context of modern empathy and service. By investing heavily in making the setup irresistible, they ensured the payoff reached a larger, more diverse, and more receptive audience than a traditional announcement ever could have managed. The lasting impact will be measured not in the week following the game, but in whether this provocative framing sticks.

Source: https://x.com/Adweek/status/2020703732879512020