The Hallow Super Bowl ad begins with Wahlberg anointing himself with holy water as he enters a church and prays, “God, we take this moment just to give you thanks. We thank you for this time to come together, as a family, as friends, and as a country. Help us Lord, especially this Lent, to grow closer to you. Amen.”
As Wahlberg speaks, we see images of a family, friends, and service members, followed by a shot of Roumie being marked on his forehead with ashes in the shape of a cross, as is traditional during Ash Wednesday services.
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Wahlberg then invites people to pray during Lent via the Hallow app. Those who join the challenge on the app will go through a prayer plan featuring Wahlberg and Roumie, as well as Fr. Mike Schmitz, Sr. Miriam, and Sr. Bernice, M.C. “Stay prayed up,” Wahlberg concludes.
Hallow is currently the No. 26 free app in Apple’s App Store, ahead of X, Messenger, Spotify, DoorDash, Netflix, and Amazon Prime Video. Jones said the Super Bowl ad “was a huge bet…When we were producing the spot we decided really to just focus on making it all about Jesus—just on spending time in prayer with God. It was amazing to see how the spot resonated with so many.”
“We’ve heard from many who were inspired to join us,” said Jones, “and give prayer a try for the first time in a long time this Lent.”
