A multimillion-dollar Christian ad campaign preaching love for thy neighbors got ungodly backlash over its price tag and its prominent foot fixations during the Super Bowl on Sunday night.

The He Gets Us ads, which were backed by billionaire Hobby Lobby co-founder David Green last year, sparked outrage again when they made a return to the big game with two new spots including one featuring people washing feet.

Jesus didnt teach hate. He washed feet. He gets us. All of us, one ad read after showcasing images of people washing feet.

The images include a police officer washing a mans feet, a woman seemingly part of an anti-abortion protest washing a girls feet outside of a family planning clinic and a woman washing another womans feet as protesters surround them.

Both ads, part of a campaign run by the nonprofit Come Near, are estimated to cost $17.5 million, according to AdWeek .

The campaign previously received funding from The Signatry, which David Green whose company fought against the Affordable Care Acts contraceptive mandate and waged a legal battle with a transgender employee who wished to use the womens bathroom admitted he helped fund.

The Signatry is also known as the Servant Foundation and has donated $50 million toward the Alliance Defending Freedom, which the Southern Poverty Law Center deemed an anti-LGBTQ hate group, according to USA Today .

Its now run by a nonprofit whose CEO Ken Calwell who served as a chief marketing officer for a Christian charity organization once was a top exec at Dominos and Wendys, AdWeek noted.

The Green family is reportedly still involved in the campaign, as Rolling Stone magazine noted documents that show Mart Green Davids son and Hobby Lobbys Ministry Investment Officer sits on Come Nears board of directors.

Social media users criticized the campaigns foot-centric ad.