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Super Bowl

NFL and No More Are Running Another Subtle Super Bowl Spot on Domestic Violence

Text messages tell the whole story

A friend at a Super Bowl party is alerted to a pal's problems through a text exchange. Courtesy of Grey

No More is returning to the Super Bowl with a public awareness spot that uses a text message exchange between two friends to alert viewers to the signs of domestic violence and sexual assault.

Like last year's spot, the execution is subtle and shows no violent images. The exchange shows a woman's reluctance to come to a Super Bowl party in progress at a friend's house because she fears her partner is in one of his moods. When questioned further, she also remains silent about her well-being.The simple graphics are underscored by the sounds of typing, sending and receiving texts with the ambient sound of a party in the background. The underlying theme is that most victims are unable to discuss an abusive relationship.

At the end of the spot, viewers are directed to text "No More" to find out how they can help. For a limited time beyond the Super Bowl, those who opt into the text program will receive messages educating them on the common signs of abuse and steps they can take to help victims.

The 30-second ad, created by Grey New York, will run in the third quarter during time donated by the NFL, which also picked up production costs.  

Last year's chilling spot, "Listen," from Grey, which portrayed a real 911 call, was one for the record books: It racked up 2 billion global impressions after it aired during the Big Game. It also discreetly avoided any direct images of violence, opening with a woman calling 911 to order a pizza. The operator asks why she's calling 911 for the delivery before realizing why she can't talk freely. He gets the caller's address and assures her help is on the way, even as the woman continues the ruse.

This year's spot is the latest in the "No More" campaign, which has been running during NFL games. The campaign was launched in 2014 in the wake of public outcry over the way the league handled former Baltimore Ravens running back Ray Rice's assault of his then fiancée (now wife).

• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

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