The NFL has released the 60-second version of a new anti-domestic violence PSA, which will air as a 30-second spot during the first quarter of the Super Bowl on Sunday, February 1st, according to The Hollywood Reporter.
The clip, which is the latest in the League’s No More campaign, is reportedly based on an actual phone call in which a woman dials 911, but pretends to order a pizza since she is unable to talk openly in her own home. As the caller does her best to communicate with the operator, the camera shows a house in disarray — dishes piled up in a sink, a disheveled bedroom, a wall cracked by a punch — closing with a chilling image of a framed picture of a woman, ripped from the wall and lingering next to a trash can. The spot ends with the line: “When it’s hard to talk, it’s up to us to listen.”
“We hope this No More PSA will bring Americans together — on a day families and friends spend together — in the effort to end domestic violence and sexual assault,” No More Director Virginia Witt tells Rolling Stone. The NFL donated both airtime and funds to produce the commercial to the ad agency Grey New York.
The league has been working tirelessly throughout the season to make up for the damage done by their mishandling of two high-profile domestic abuse cases involving players Ray Rice and Adrian Peterson. Rice’s case in particular brought to light the NFL’s history of leniency when it came to punishing players accused of domestic violence. Commissioner Roger Goodell initially suspended the Baltimore Ravens running back for just two weeks for assaulting his then-fiancé Janay Rice; but after a harrowing video of the incident surfaced, the Ravens terminated Rice’s contract and he was suspended indefinitely by the League.