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As part of the “No More” campaign, the NFL will air this ad will air as a PSA during the first quarter of Super Bowl XLIX on February 1, 2015. This is the first-ever Super Bowl ad to address domestic violence and sexual assault.
The 2014-2015 football season has been particularly difficult for the NFL regarding domestic violence. In September 2014, Ray Rice made national headlines when TMZ released additional footage of a video of him punching his then fiancée (now wife) in a casino elevator in Atlantic City, which resulted in the Baltimore Ravens terminating his contract. In late August 2014, Ray McDonald, a defensive end for the San Francisco 49ers, was arrested on an accusation of felony domestic violence, but no formal charges were filed. However, in December 2014, the San Francisco 49ers terminated McDonald just hours after he was named as a suspect in another sexual assault investigation.
According to the web site, the “No More” campaign is “a movement to raise public awareness and engage bystanders around ending domestic violence and sexual assault launched in 2013 by a coalition of leading corporations, advocacy and service organizations.”
The ad is particularly powerful when the 911 operator realizes that the caller has an emergency, and the rest unravels like a horror film. There is no actual showing of violence against the caller, but the scenes of disarray and conflict throughout the house are particularly moving.
Furthermore, the audio you hear is inspired by an actual 911 call.
