Since the Super Bowl, things have been far from heavenly for Charlotte, North Carolina-based branding and advertising agency Haven Creative. The agency has been the target of numerous mistaken complaints and inquiries about the controversial “He Gets Us” advertising campaign that aired during the Super Bowl.
Haven, a national branding and advertising agency based in North Carolina, is being confused with a Michigan-based agency advertising itself as “Haven Creative Hub” or “Haven | a creative hub.” Names strikingly and confusingly similar to Havben Creative’s existing registered trademark. The creators of the ad campaign have elicited strong feedback on social media and in the press for the advertisement’s polarizing messaging.
“He Gets Us,” is a campaign to promote Jesus and Christianity. With a $100 million media investment, the spots have saturated TV screens, billboards and social media.
The campaign portrays 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. Watch below:
REELated:
“My team received angry voicemails. As a small business, any threat to our bottom line is real for us,” Jeni Bukolt, Haven’s Founder and CEO, said. “Our goal is to ensure the public understands that we’re a separate group from this other agency.”
Haven Creative, which legally owns the trademark on its name, says it has experienced blowback and negative feedback from being falsely associated with the highly polarizing campaign that aired to millions.
As an award-winning branding agency, Haven routinely advises its clients on the importance of protecting their brand reputation. Branding is based on perceptions, and great branding starts with securing trademarks which is why Bukolt registered the service mark years ago. “When it comes to protecting my brand, my team or our clients’ reputations, I won’t back down,” Bukolt added.
The agency partners with clients globally in the government, public health and manufacturing industries to solve communications challenges using branding, marketing and strategic communications.
Not Jesus.
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