CNN -- A new advertising campaign may make you look twice. "Death Row Jesus" -- a campaign by Little Pencil Ministries -- hit American cities today.
It's a digital advertisement promoting the theme that Christ was executed for the world's sins.
"When people think about Jesus, they don't think about him being on death row, but if you think about what he did when he was on the earth, that's really the experience he had," said David Miller of Little Pencil Ministries. "he was completely innocent, yet he was put to this cruel, painful death."
That's the message Miller is hoping to portray through this new video.
"We communicate very directly that Christ became the worst criminal in history when he took our mistakes on himself. We're all equally undeserving of God's grace," Miller said.
In the video you see Jesus receiving the death penalty while the other inmates are set free.
Miller said the "Tattoo Jesus" video was seen in more than 100 countries. And it all started with billboards driving people to their website.
Regionally, there was a lawsuit between Lubbock ISD and Little Pencil because the district banned their advertisement of Tattoo Jesus at Lowrey Field. The district said the images violated the district's code of conduct policy that requires tattoos to be covered.
This time, they're opting for digital advertisements which will launch in some of the nation's biggest cities today.
"They'll be very nontraditional messages; they won't be something you would expect probably from a church," miller said.
Hundreds of thousands of dollars are invested in these campaigns, but Miller argues it's not enough.
"Corporations spend an enormous amount of money marketing their -- whatever their product is -- and there's nothing wrong with that. We just think that in this case we have a much better product, and one that's everlasting, life-changing, an so it's certainly worthy of whatever we invest in it."