A billionaire family behind one of America's most successful businesses will, for the second year in a row, help to run a pair of Super Bowl ads in commercial time worth millions of dollars meant to promote "loving your neighbor like Jesus did.”

"He Gets Us," a campaign that was run by the religious nonprofit Servant Foundation until this year, will run a 60-second ad in the first quarter of the Super Bowl and a 15-second follow-up in the second half, according to industry publication AdAge.

The commercials will run in some of the most expensive ad spots in the world during the year’s most-watched American sporting event, and one big-money backer has been open about his affiliation with He Gets Us: billionaire David Green.

Green, who founded the Hobby Lobby chain of retail stores in 1970, is a devout Christian who has said he plans to leave 90% of his company to charity and who a spokesperson for He Gets Us has called part of the "diverse group of individuals and entities with a common goal of sharing Jesus’ image authentically” in their support of He Get Us.

Green’s son, Mart Green, whose title within the Hobby Lobby organization is “Ministry Investment Officer,” is a board member of the nonprofit managing the He Gets Us campaign, according to Rolling Stone.

The original He Gets Us Super Bowl ad spots, which ran last year, encouraged viewers to “love your enemies”; this year’s “will emphasize loving our neighbors like Jesus did, encouraging people to respect and serve each other,” Greg Miller, a spokesperson for the campaign, told Rolling Stone.

He Gets Us won't be the only group running religious ads during the Super Bowl. Hallow, a prayer app, will run its first-ever ad during the big game, featuring Jonathan Roumie and Mark Wahlberg. The 30-second ad will run in 15 markets during the game and feature Wahlberg helping to head the Catholic app's Pray40 prayer challenge starting Ash Wednesday.