Most Super Bowl ads are flashy spectacles hawking consumer goods, but not all. For the second year running, No More will run an ad dealing with domestic violence. "Text Talk" is a 30-second spot created by Grey New York composed entirely of text messages between two friends, as one begs off attending a Super Bowl party. The conversation continues, revealing clues that all is not well. It will run during the third quarter of the game.
The NFL donated the airtime, which would have cost $5 million this year for the half-minute. It also covered the costs of production. The NFL itself has been dealing with the issue over the past few years, as several prominent players have been charged with domestic violence.
Last year’s PSA, titled "Listen," featured a real 911 call that went viral, in which a woman calls 911 but pretends to be ordering a pizza, for fear that her attacker will know she has called for help.
An extended version of this year’s ad will be available online after the Super Bowl. Viewers who want to take further action will be prompted to text "NO MORE" to 94543 to receive educational messages describing the signs of domestic violence. They will also be able to make donations toward a crowdsourced fundraising campaign that aims to collect $150,000 for organization working to combat domestic violence and sexual assault.
No More is a campaign run by a coalition of advocacy groups, corporations and the U.S. Department of Justice.
Advertiser: NO MORE
Creative Agency: Grey NY
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Directors: Leo Savage and Jeff Stamp
Group Creative Director: Joe Mongognia
Creative Director: Evan Benedetto
Production Company:Brand New School
Executive Creative Director: Jonathan Notaro
Managing Partner: Devin Brook
Art Director: Jeffrey Welk
Designer: Angela Bac
Lead 2D Animator: Jim Forster
Head of Production: Julie Shevach
Producer: Johnna MacArthur
Audio House: One Thousand Birds
Sound Design: Andrew Tracy, Calvin Pia
Mix: Andrew Tracy