Apparently the Fox entertainment network, which will broadcast Super Bowl XLV on Sunday, rejected an ad for LookUp316.com, as in the biblical verse John 3:16,  because it "[advances] particular beliefs or practices." [h/t Big Hollywood]

However the ad itself -- see the embedded video below -- doesn't proselytize, it merely depicts a man watching a football game looking up "John 3:16" on his smart phone's Web browser after seeing the verse referenced in a player's eye black.

"LookUp316.com: A Message of Hope," reads the commercial's closing frames.