On Super Bowl Sunday, advertising’s biggest night, religion rarely makes an appearance among the much buzzed about beer and fast-food commercials
FILE - Dallas Cowboys quarterback Dak Prescott points upward after scoring against Washington Commanders during the first half an NFL football game, Sunday, Jan. 8, 2023, in Landover, Md. While its Super Bowl commercial appearances are few, religion – Christianity especially – is entrenched in football culture.
Christianity is still in the majority in the U.S., with 63% of adults defining themselves as believers, according to a 2021. But that figure is down from 78% in 2007. About 29% of Americans define themselves as religiously unaffiliated, up from 16% in 2007. Some advertisers, like the Church of Scientology, have opted to air regional ads during the game. But the 30-second and 60-second “He Gets Us” spots will join a modest list of past faith-based ads aired nationally, including some that spurred controversy.
On other occasions, religious themes have been used in a light-hearted way to sell everyday products: In 2018, a Toyota ad featured nuns, a priest, a rabbi, an imam and a Buddhist monk. A California church created a humorous Doritos ad that aired in 2010 after winning the snack brand's Super Bowl ad contest.
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