In between star-studded advertisements and a whole lot of football, this year’s Super Bowl watchers are being taken to church.

“He Gets Us,” a campaign to promote Jesus and Christianity, is running two ads during the game as part of a staggering $100 million media investment. To many, the spots will be nothing new: “He Gets Us” content has been peppering TV screens, billboards and social media feeds since a national launch in 2022.

The campaign is arresting, portraying the pivotal figure of Christianity as an immigrant, a refugee, a radical, an activist for women’s rights and a bulwark against racial injustice and political corruption. The “He Gets Us” website features content about of-the-moment topics, like artificial intelligence and social justice.

“Whatever you are facing, Jesus faced it too,” the campaign claims.

It’s getting noticed. One of the campaign’s videos, titled “The Rebel,” has netted 122 million views on YouTube in 11 months. Google searches for “He Gets Us” have spiked since the beginning of the year.

The campaign is a natural fit with the NFL, whose games have long contained symbols of religion. Players often pray on the field and point to the heavens after touchdowns.