The National Football League donated a 30 second spot to the anti-domestic violence group NO MORE. That ad will air during the first quarter of Super Bowl XLIX on Sunday. On Monday, a 60 second commercial dropped on YouTube and has picked up 350,000 views and counting.
The commercial features a real 911 call from a woman pretending to order a pizza, but the dispatcher picks up that she is in trouble. Throughout the commercial, a house in disarray is shown: from books and decorations across the floor, dishes piled up in the sink, a cracked wall from a punch, and more.
As the scenes unfold, the dispatcher realizes the woman did not call 911 by mistake instead of a pizza place. He realizes the woman cannot blatantly tell him she needs help because she is still in danger.
The dispatcher says he's sending an officer to the home and it ends with these words on screen: "When it's hard to talk, it's up to us to listen".
The call is apparently a real one and the message is powerful. But the ad comes at a tricky time. Two NFL players, Ray Rice and Adrian Peterson, are involved in domestic abuse cases, both of which were fumbled by the NFL.