Fox Sports has rejected a proposed Super Bowl ad featuring a Christian bible verse.

“Fox Broadcasting Company does not accept advertising from religious organizations for the purpose of advancing particular beliefs or practices,” Fox Sports said, explaining the reason for rejecting the ad.

The ad by Fixed Point Foundation shows a group of people watching a football game on a television in what looks to be a living room. After a play, the camera zooms in on a player’s face which has “John 3:16” written on his cheeks.

Two men watching the game aren’t sure what it means. One says he will look it up and reaches for his cell phone. As the commercial ends the words “LookUp316.com” and “A Message of Hope” appear on the screen.

The bible verse is: “For God so loved the world that he gave his one and only Son, that whoever believes in him shall not perish but have eternal life.”

See the ad below: