The man behind the controversial “Jesus Tattoo” movement is launching a new campaign that he feels will likely be equally controversial to the mainstream church.

“Death Row Jesus” will present Jesus as a death-row inmate.  The campaign will be featured on digital video advertisements in major cities across the U.S.

“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 earth, that’s really the experience he had,” David Miller told NBC Lubbock.  “We communicate very directly that Christ became the worst criminal in history when he took our mistakes on himself. The second message is we are all equally undeserving of God’s grace.”

The video shows Christ in an orange prison jumpsuit being beaten and then as he’s being crucified the other prisoners in the jail are being set free.

Miller says the campaign is funded by the sale of merchandise from his previous “Jesus Tattoo” outreach.  Miller says that all he does in selling merchandise is not to turn a profit for him but to expand the reach of the message.

“Corporations spend an enormous amount of money marketing whatever their product is and there is nothing wrong with that,” said Miller. “We just think in this case we have a much better product and one that’s everlasting, life-changing, and so it’s certainly worthy of whatever we invest in it.”