WATCH ABOVE: The organization NO MORE will air this commercial during Sunday’s Super Bowl drawing attention to domestic violence.
While millions tune in and advertisers place their bets on reaching big crowds during Sunday night’s Super Bowl, there will be one 30-second ad quite unlike the others.
Holes punched in walls. Pictures smashed to the floor. Viewers will see a home in disarray and hear a 9-1-1 call for help.
Among spots featuring Kim Kardashian, former NFL star Jerry Rice and Victoria’s Secret Angels will be a stark reminder that domestic abuse has left a black mark on the National Football League.
The PSA begins with images of a lovely home. The voice of a 9-1-1 dispatcher answering a call. A woman, on the other end of the line, orders a pizza. The dispatcher first reminds her she has called an emergency line, before realizing the woman’s pizza order is a ruse to get help and assures her police are on the way.
The PSA is based on an alleged true story.
The domestic assault ad was produced by NO MORE. On its website, NO MORE says it is a movement to raise public awareness and engage bystanders around ending domestic violence and sexual assault.
According to Adweek, the NFL supplied the 30-second advertising slot which is worth about $4.5 million. It follows in the theme of the NFL’s “No More” campaign, featuring the league’s players.
The NFL season started off with a video of Baltimore Ravens player Ray Rice brutally assaulting his then-fiance in an elevator, and Minnesota Vikings star Adrian Peterson facing charges of child abuse. The league has been accused of having a history of brushing off such incidences. In one effort to sway public opinion, NFL owners recently passed a new personal conduct policy when it comes to domestic violence cases.