Christian branding company Come Near has faced criticism since airing "He Gets Us" commercials during the Super Bowl, with many viewers expressing that the estimated $20 million spent would've gone to better use directly helping those in need.
The 10-month-old campaign, run by former Wendy's and Domino's Pizza executive Ken Calwell and funded by Hobby Lobby co-founder David Green along with other intentionally anonymous donors, is just part of a projected billion dollars being spent by the firm over the next three years.
Despite public belief, it's likely that Jesus Christ himself would take no issue with the money's allocation — newly discovered historical records show that the son of God had what now equates to a $300 million annual marketing budget.
"When people picture Jesus, they usually think of a skinny, unbathed, and unshaven man in old robes. But that in itself is a prime example of how his marketing budget impacted public perception even today," said Christian historian Christopher Pierson. "If they knew he was a portly man walking around Jerusalem in a high-end fur coat on his way to get his feet washed by a woman of his choosing, the mystique would be gone."
Christ's ministry is believed to have lasted around three years, meaning he ultimately spent about $900 million. Still, while the details of many stories have been altered, some truth remains.
"It's true that Jesus was a carpenter, as was his father, Joseph. That being said, it wasn't some little family workshop," began Pierson. "In fact, Joseph's dad started the business. By the time Jesus was born, the company was the biggest furniture maker in the entire Roman Empire — they certainly weren't hurting for Tyrian shekels."
Speaking of Jesus' birth, it seems the popular story doesn't show the full picture.
"Everyone's heard there was no room at the inn when Mary was ready to give birth, but they didn't just schlep outside and sleep next to livestock," said Pierson. "When Joseph was told that the maximum occupancy had been reached, he beat his fist on the counter and did the whole 'Do you know who my father is?' tirade. Mary was a little embarrassed, but ultimately, a newlywed couple was kicked out and she gave birth in a penthouse suite with the help of one of the time's most renowned obstetricians."
Similarly, while many are frustrated by megachurches not paying taxes even as preachers own private jets and live in large mansions, to their credit, they're likely not doing anything Jesus wouldn't approve of.
"It's not that Jesus never paid taxes. For example, when he multiplied bread and fish for 5,000 people, it wasn't just about proving himself as God's son on Earth — it was a write-off. That being said, after a couple years of not paying taxes or otherwise giving gifts to Pontius Pilate, we all know what happened," hinted Pierson.
So while people call for Come Near and its funders to spend money on causes like feeding the hungry, healing the sick, and supporting refugees in need, keep in mind — they may actually be doing exactly what Jesus would do.
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Photo courtesy of Andreas Wahra via CC BY-SA 3.0
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