The “He Gets Us” ad campaign for Jesus, created by a Dallas advertising firm, will air a Super Bowl ad for the third consecutive year this weekend.Dallas-based

There is no better opportunity for advertisers than the Super Bowl, which is watched by an average of more than 100 million Americans each year. Naturally, the price of running a commercial during the game is enormous.

While the He Gets Us campaign is best-known for its Super Bowl ads — last year’s spot, featuring people washing each other’s feet, went viral — the sprawling PR effort is everywhere: the MLB World Series, the NBA and NHL playoffs, and on top of a NASCAR racecar; there was an ad during the Grammys this week.