A Super Bowl XLIX public service announcement by the No More domestic violence campaign brings the reality of domestic violence to millions of viewers watching Sunday’s game. The PSA is particularly powerful given the numerous domestic violence incidents involving NFL players in the last year.
Lisa Topol, the creative designer behind the ad, told Fortune she and her team sought to make a PSA that would contrast with the loud and flashy nature of football culture and typical Super Bowl advertisements. The ad is a minute long conversation between a woman and a 911 operator laid over shots of broken furniture. The woman has to call as if she’s ordering a pizza because her abusive partner is in the room.
“I think what was important for us was to create something that was really the opposite of that,” she said. “Something that was quiet, something that was chilling because really for us … that’s what domestic violence is. It isn’t out there, it is quiet, and it’s not something you see on the streets.”
In February, former Baltimore Ravens running back Ray Rice knocked out his then-girlfriend Janay Palmer in an elevator in Atlantic City, New Jersey. Failures by the NFL to obtain an in-elevator video clearly showing the assault led many to question if the NFL was purposely keeping the incident wrapped up to avoid bad publicity. In the fall, the No. 1 running back in the NFL, Adrian Peterson, pleaded no contest to misdemeanor charges for allegedly beating his 4-year-old child with a stick. Peterson was suspended for the rest of the season.
For more information on the No More campaign and their resources for domestic violence and sexual assault victims, see their website, here. Watch the entire PSA below, via No More’s Facebook page: