Verizon's Super Bowl Ad Calls on Viewers to Use 5G for Good

Verizon has opted to highlight what 5G will “never do” in its Super Bowl ad, in a bid to make a point about the important and often lifesaving work that first responders do every day. Narrated by Harrison Ford, the 60-second spot starts off by showcasing a few of 5G’s capabilities, like the fact that it can help firefighters see through smoke via innovative technology and provide rescuers with new tools to locate survivors. Yet despite its potential, the commercial is quick to note that, in many cases, 5G is rendered useless without the courage and bravery of those who use it to help others. For instance, Ford states that 5G won’t “have any impact on what’s required to put others’ lives before your own” or “substitute for compassion.” [kickout id="4"] The ad was created in partnership with McCann New York, and the song featured in it is River Cross by Pearl Jam. “At a moment when consumers are wary, wondering who they can trust, we wanted to focus on the notion of reliability with our Super Bowl campaign,” said Diego Scotti, chief marketing officer at Verizon, in a statement. “First responders rely on us to provide technology that helps them do their jobs, and we rely on their bravery and commitment every day." In addition to in-game ad, Verizon is running another commercial after the game ends. Narrated by former New York Giants quarterback Eli Manning, the spot encourages viewers to give back and volunteer in their communities on Sundays now that football season is over. The spot aligns with Verizon’s goal of committing 2.5 million employee volunteer hours by 2025. [kickout id="1"] Over the weekend, Verizon also started running online ads that star comedian and actress Jenny Slate. The spots comedically take a swipe at T-Mobile by claiming that, at least in New York City, Verizon’s 4G is actually better than its rival's 5G. [kickout id="2"] [kickout id="3"] Since returning to the Super Bowl in 2018 after a six-year hiatus, Verizon has used its airtime to position itself as the preferred network of first responders. Last year, one of its game day spots featured an emotional reunion between Los Angeles Chargers coach Anthony Lynn and the people who saved his life following a car accident in 2005. During this year’s NFC and AFC championship games, the brand aired two spots that explained how Verizon’s 5G helps first responders do their jobs even better. CREDITS: Client: Verizon Diego Scotti, Chief Marketing Officer Andrew McKechnie, Chief Creative Officer John Nitti, Chief Media Officer Kristin McHugh, VP Brand Development Andrew Shafer, Marketing Director Brand Jessica Sobel, Marketing Manager Brand Brendan O'Malley, Broadcast Production Manager Agency: McCann New York Thomas Murphy, Co-Chief Creative Officer Dan Donovan, EVP Deputy Chief Creative Officer Matthew Curry, EVP Deputy Chief Creative Officer Cam Hoelter, Execuitve Creative Director Jim Hord, Executive Creative Director Kieth Ross, Creative Director Scott Higgins, Creative Director John McAdorey, SVP Executive Producer James Lawson, Producer Debbie Gleason, Senior Business Manager Debbie Myllek, Senior Talent Manager Dominic Whittles, EVP Executive Account Director Alex Caredes, EVP Executive Account Director Rebecca Ginsberg, SVP Group Account Director Jane Huh, Account Director Katelyn Diekhaus , Account Supervisor Anne Denny, Project Management Director Arts and Science Mark Dowley Sue Cole Felicia Alston Production Division 7 Kris Belman, Director Patrick Milling-Smith, Co-Founder Brian Carmody, Co-Founer Kamila Prokop, Co-Managing Director Alex Hughes, Head of Production Jon Dawes, Producer Editorial Cosmo Street Craig Deardorff, Editor Alex Mihailovic, Assistant Editor Anne Lai, Producer

Super Bowl Commercials

In Verizon’s Super Bowl Ad, 5G Takes a Back Seat to First Responders

The commercial is narrated by Harrison Ford

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