First Super Bowl ad addressing domestic violence airs Sunday

Editor-in-Chief

For the first time in 49 Super Bowls, an advertisement addressing domestic violence and how to combat it aired during Sunday’s big game.

The ad was produced by the organization NO MORE.

NO MORE was founded in 2013 and is an umbrella of sorts, in which organizations that work to raise awareness about domestic violence and sexual assault come together to fight the same battle. NO MORE’s symbol is a blue circle, representing the “O” in both “No” and “More.”

The tagline of NO MORE is “Together, we can end domestic violence and sexual assault.” The symbol has united organizations such as the Joyful Heart Foundation, Break the Cycle and The National Domestic Violence Hotline to combat domestic violence and sexual assault.

Sunday’s ad featured a woman calling the police under the guise of ordering a pizza. The dispatcher on the line, confused at first, catches on that the woman’s life is in danger because of her attacker, and tells her an officer is within a mile of her location.

At the end of the ad, a black screen appears with the words “When it’s hard to talk, it’s up to us to listen,” fading into the screen in white text. NO MORE’s logo then appears on the screen, calling on viewers to act if they see or hear domestic violence or if they are a victim themselves.

The most unique part of the ad is that the people who are speaking are never shown. But, it is clear the woman is scared for her life, and the dispatcher realizes her life may be in immediate danger.

The phone conversation is based off an incident that occurred in real life, according to NO MORE’s Twitter page. In that instance, the dispatcher realized he was talking with a victim of domestic violence and sent officers to help her, like in the ad.

While the message of combating domestic violence has been on going for some years now, seeing an ad about it during the Super Bowl was long overdue. But, it will succeed in its mission — raising awareness about the issue and helping protect at least one life from the horrors of domestic violence.

­— For the editorial board, TJ Rigg