How a Year of Disasters Inspired Verizon's Return to the Super Bowl

Putting the 'best network' in a more emotional context

While rivals like T-Mobile and Sprint have been perennial Super Bowl players, Verizon has stayed away from the big game since 2011. But the carrier just made a grand return to advertising’s biggest stage—with a poignant 60-second spot from McCann New York that put the market leader’s familiar claim in a very different context.