“Take a look around - businesses are fighting for your attention. Iconic commercials are everywhere. But now marketing is a part of our culture. Whether it’s promoting ourselves on social media or sharing ads with friends, one brilliant campaign can connect millions of people and translate to millions in profit. But to cut through the noise, brands need bigger and louder ideas than ever before.”
This is the opening pitch for Jimmy Fallon’s new show, “On Brand.” In the show, contestants are given the opportunity to pitch new marketing ideas to some of the biggest brands in the world. They celebrate innovation and choose the campaign that will build the most trust, excitement and engagement with the brand’s unique audience, while staying true to their distinct identity.
The campaigns are built on real feelings and experiences these ad agency contestants have had with the brand. Their goal each episode is to come up with a creative marketing campaign that promotes a new feature or offering. And for a marketing nerd like me, it’s exhilarating! Not because I’m excited for these giant companies to make more money. But because it sparks possibilities in my mind for how the church can use the same principles of these creative communication campaigns to reach people for Jesus.
Here’s the line from the opening pitch that really lit a fire in me: “To cut through the noise, brands need bigger and louder ideas than ever before.”
I don’t actually agree with this. I think people are overwhelmed, the market is over-saturated and the only thing that will truly cut through the noise is true creativity. Something that is distinct. Authentic. Impactful. And inherently more HUMAN.
And more than ever, we need the church to step into this creative space.
Maybe you think I’m crazy (thank you!). Or maybe you have a hard time placing marketing in a church setting … but what if we reframe this concept and look at it from a different point of view? Because … hang with me here … Jesus was The Ultimate Creative Communicator. And we see Him using the same marketing principles that are relevant today over and over again throughout His life.
Jesus didn’t just give people information, he gave them stories they could step into. He used narratives to make truth memorable and personal. In the same way, the church’s message isn’t just something to announce; it’s something to invite people into. Great creative campaigns don’t sell ideas, they tell stories that help people see themselves in God’s bigger story.
A few examples of this in Scripture:
The Parable of the Sower in Matthew 13:3-9 ... Jesus uses an everyday farming image to explain the condition of human hearts.
The Parable of the Lost Sheep in Luke 15:3-7 ... A simple, emotional story about value, pursuit and celebration.
The Parable of the Prodigal Son in Luke 15:11-32 ... One of the most powerful narrative arcs ever told: rebellion, loss, grace and restoration.
Jesus paid attention to who He was talking to, what they were carrying and what they were ready to hear. For churches today, effective communication starts with listening to your community and shaping your message so it connects with real people in real life.
Jesus and the Samaritan Woman in John 4:7-26 ... He connects using her story, her questions and her cultural context.
In Mark 4:33-34, we see that Jesus tailored His communication to what people could actually receive. "With many similar parables Jesus spoke the word to them, as much as they could understand."
Jesus understood that people don’t just hear truth … they see it. He pointed to birds, coins, bread, water and daily life to bring spiritual realities into focus. Creative marketing does the same thing for the church. It makes the invisible Kingdom visible through design, environments and storytelling.
Birds of the air & lilies of the field in Matthew 6:26-30 ... Jesus points to physical, visual elements to explain trust and provision.
Jesus washes the disciples’ feet in John 13:4-15 ... A physical, unforgettable act that taught humility better than a lecture ever could.
Jesus never hid behind a perfect persona. He showed up fully present, emotionally honest and deeply compassionate. He didn’t perform for crowds. He focused on connecting with people.
That’s the model for the church today. Our communication should feel real. When churches lead with authenticity (a.k.a. owning your voice, your story and who God has uniquely created you to reach) trust grows, barriers come down and the love of Jesus feels accessible.
John 1:14 says, “The Word became flesh and made his dwelling among us.” Jesus didn’t communicate from a distance. He entered our world. Authentic ministry starts with presence.
Matthew 11:28 says, "Come to me, all who are weary and burdened, and I will give you rest." Jesus speaks honestly about rest, burden and grace. His tone is invitational, not performative.
In John 11:33-36, Jesus weeps with Mary and Martha He doesn’t rush past grief. He joins them in it.
Jesus didn’t blend into the background. He spoke with clarity, care and vision. His message stood out because it challenged the status quo and pointed to a better way. The church is called to communicate with that same holy boldness. By being clear about love & truth, compelling in our tone and confident in our identity.
The Sermon on the Mount in Matthew 5-7 ... A message that challenged the cultural narrative of the day.
Jesus didn’t just tell people the truth. He showed it, pictured it, felt it and embedded it into their everyday lives. Long before branding, storytelling and campaign strategy were buzzwords, Jesus was using them to reveal the Kingdom of God. And this is the opportunity that stands before the church.
Our Fishhook team has always loved guiding churches to solidify their brand experiences, crafting long-term foundational communications plans, coaching around internal team communication, and building tools like custom websites. We’ve also helped many churches focus on short-term creative marketing campaigns.
And as we continue moving through 2026, we’re asking how we can help you cut through the clutter and share the love and hope of Jesus even more! Because there are people around you right now who are looking for the light you have. So let’s shine that light!!
If you couldn’t tell by this post, we’re a little bit passionate about this topic. So if you’re curious about how your church might be able to use a creative marketing campaign to connect with your community (including how you could use this strategy for Easter), let’s brainstorm! Fill out this form for a free 30-minute ideation session! We can’t wait to chat with you.