Jesus and Walter White are set go head to head, as a Christian organisation has spent over $20 million dollars (£16.5 million) on two Super Bowl adverts.
Whilst the chemistry teacher turned drug kingpin will appear in advertisement for crisp brand Popcorners, the He Gets US campaign will be targeting viewers with a much more spiritual message compared to the salty snacks.
With many people potentially appealing to a higher power during the game, it’s hoped that the campaign will resonate with audiences at home.
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Despite the 30 and 60 second slots costing an eye watering amount, spokesperson Jason Vanderground said the campaign had been good investment as it targets the Super Bowl’s ‘spiritually open, but sceptical’ audience.
“We think Jesus is a big deal and we want to make a big deal out of it,” he said.
“What better way to do that than to put him in the biggest cultural moment that we have the entire year?”
As the number of religious Americans declines, many groups have considering advertising during the Super Bowl.
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However, such ads are still remain a rarity because of their controversial nature.
In 2021, the Church of Scientology began airing adverts during the closely fought game between the Kansas City Chiefs and the Tampa Bay Buccaneers.
However, many viewers were perplexed by the bizarre ad, which called for them to ‘Be More’, and the organisation received intense backlash on social media.
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Right-wing religious group Focus on Family also aired an anti-abortion advert in 2010 featuring Pam Tebow, NFL star Tim Tebow's mother, as she discussed her decision to not to terminate her pregnancy despite doctor’s concerns.
At the time, Focus on the Family’s CEO Jim Daly said: “I think we ended up in the Top 10 for the most controversial ads … that wasn’t the one I wanted, but it’s OK. I communicated a message.”
On Sunday, audiences will see two religious adverts from the He Gets US campaign with one airing during each half of the highly anticipated game.
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It is estimated that 100 million people will see the ads which wants to focus how children show Jesus’ love and how it deal with anger.
However, religious scholar Paul Putz has argued such adverts are pointless given how closely tied the NFL already is to Christianity, with its locker room prayers and Hail Mary passes.
“Football players themselves have often been the advertisements for Jesus,” he said, adding: “Christians can get the word out for free through the network of Christian athletes and coaches developed by sports ministries.”
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This was evident last month when Buffalo Bills' Damar Hamlin collapsed, with some players praying as medics worked to save the NFL star’s life.
Topics: Super Bowl, Football, US News, Film and TV
Katherine Sidnell