No More: Domestic violence group’s confronting Super Bowl ad

AN AD featuring audio of a woman calling police during a domestic violence incident is set to air at today’s Super Bowl — and it’s already attracting attention.

AN ADVERTISEMENT featuring audio of a woman calling police during a domestic violence incident is set to air at today’s Super Bowl — but with nearly five million hits on YouTube, it’s already garnering much-needed attention.

The Super Bowl commercial by No More, a group trying to end domestic violence and sexual assault, brings attention to the issue that has become central for the NFL since Ray Rice was suspended for punching his then-fiancee in a casino elevator.

But what sets this ad apart is that there are no celebrities or NFL players seen facing the camera, saying “No more.” This ad simply depicts a 911 call of a woman pretending to order a pizza while calling police with her attacker still in the house.

Watch the ad here:

The 911 call is a re-enactment based on this true story, and inspired by other women using the tactic of disguising their calls while reaching out for help. No actors are seen; the video shows only a house where a hole has been smashed in a wall, with books and photos knocked to the floor. It concludes with the phrase: “When it’s hard to talk, it’s up to us to listen.”

The ad will air Sunday in the States (Monday for Australia), just after the second quarter between Seattle and New England. It’s the first domestic violence related ad to air during the Super Bowl, and has already become a huge topic for discussion.

Seahawks cornerback Richard Sherman said it can only help by bringing more attention to the issue.

“I think anytime you talk about domestic violence it is going to have a meaningful effect, you want to eliminate that as part of society,” Sherman said.

Cornerback Richard Sherman #25 of the Seattle Seahawks is a supporter.

Seattle linebacker Heath Farwell said the ad is key to better communication, stating that “Guys realising this (is) an issue, and you know it’s not just football, it’s across this county, these are the issues we have to address and to get better at.”

American Idol winner Jordin Sparks, daughter of former NFL player Phillippi Sparks, said what the NFL has gone through with domestic violence has helped publicise where women can call for help or find a safe haven. Sparks said it’s great that people aren’t being silent about domestic violence anymore.

“So it’s unfortunate all the way around for whomever is involved in those sorts of things and for the teams having to deal with the media and all of those different things,” Sparks said. “But at the same time for other domestic violence victims to know they can speak up that’s all that’s important, that’s all that matters.”

Singer Jordin Sparks also thinks the ad is important.

The ad is garnering a lot of traction on social media too, with the likes of Sophia Bush and Mariska Hargitay throwing their support behind the campaign.

It's up to us to listen. #NoMore RT @TIME: This chilling new domestic violence ad will air during the Super Bowl http://t.co/JmWyJ4VfRF

— Sophia Bush (@SophiaBush) February 1, 2015

"The most important thing on TV this yr could be this PSA" - @marymacTV on #NOMORE #SB49 ad http://t.co/VCaVdT3w21” Thank you Mary!

— Anne K. (@anne_k_easton) February 1, 2015

You'll see this ad during the #SuperBowl tonight. Together let's say #NoMore to domestic violence & sexual assault. https://t.co/HEhHw7Jj6R

— Melissa Ryan (@MelissaRyan) February 1, 2015

I don't really care about either team. I'm just here for the food and #nomore psa

— Jessica (@itsmejess1) February 1, 2015

Domestic violence has been a critical issue for the NFL for nearly a year since Ray Rice was arrested on February 15, 2014 over an altercation at an Atlantic City, New Jersey, casino.

The Baltimore running back initially was suspended two games, then indefinitely after video from inside an elevator surfaced showing him hitting his now wife, Janay.

An arbitrator threw out the indefinite suspension in December. He was released by the Ravens and has not signed with another team.

Ray Rice and his now-wife Janay Palmer.

More:www.nomore.org

- with AP

Originally published as No More: Domestic violence group’s confronting Super Bowl ad