praying for hockey

This ad in Montreal has been making waves this morning:

For those of who don't know French (I don't!), the ad, paid for by the Catholic Church in Montreal, lists all the hockey teams in the NHL's Eastern Conference except the Montreal Canadians. The final playoff spot simply says "Let us pray" (prion).

Clever ad campaign in a hockey-crazy anti-religious culture?

Or sad attempt to retain an ounce of relevance in the face of declining Christian influence?

Thoughts?

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