No More Domestic Violence at Super Bowl
NFL has partnered with No More, an anti-domestic violence coalition, to screen a Super Bowl commercial addressing domestic violence and sexual assault. The 30 second commercial, aired during the first quarter of the NFL 2015 Super Bowl, is part of a campaign triggered by video footage of NFL player Ray Rice punching his fiancée. A woman calling 911 asks to order a pizza. The phone operator realises that she is in a dangerous situation and gives her an opportunity to indicate what’s really happening in her home. Visual clues show overturned furniture, punched-in plaster shattered glass and a discarded photograph. The ad closes with a written message: “When it’s hard to talk it’s up to us to listen.”
See both the 30 second Super Bowl ad and the 60 second extended version released on YouTube.
No More aired a range of public service ads throughout the NFL season, using airtime donated by the NFL in response to the Ray Rice incident. The first ads featured football players and celebrities saying “No more” to the excuses and rationalizations offered for domestic abuse and sexual violence. A later series, titled “Speechless,” featured outtakes of players and stars struggling to find words or keep their composure.
The No More Domestic Violence Super Bowl campaign was developed at Grey New York by worldwide chief creative officer Tor Myhren, executive creative directors Lisa Topol, Derek Barnes, creative directors Stephen Nathans and Lance Parrish, associate director of project management Michelle Moscone, senior music producer Zachary Pollakoff,
Filming was shot by director Nadav Kander via Chelsea Pictures with director of photography Adam Beckman, executive producers Allison Amon and Lisa Mehling, line producer Carla Tate, production designer Ginger Tougas.
Sound was designed at Heard City, New York, by mixer Keith Reynaud.
Grade was produced at The Mill, New York, by colourist Fergus McCall.