NO MORE’s Super Bowl 49 PSA: Listen

Exhibited by
September 14, 2017
Medium of Communication
Television, online, social media
Target Audience
General Public
Type of Charity
Domestic Violence
Country of Origin
Date of first appearance
1st February 2015

SOFII’s view

This was a chilling and effective commercial and more gripping because it is based on a real emergency call made by a domestic violence victim. The simple storytelling had a huge impact because of the placement of the ad in the middle of the Super Bowl advertising and the contrast to all the other high budget commercials.

Summary / objectives

NO MORE estimates that 60 per cent of Americans know someone who has been a victim of domestic violence or sexual assault. The Super Bowl ad is aimed at them.


NO MORE exists to raise awareness for domestic violence and sexual assault and generate support and resources for the many organisations that are working on these issues. The advert was produced in partnership with the National Football League and its agency Grey Advertising. NFL donated airtime and production costs to the campaign as continued penance for its heavily criticised handling of NFL player Ray Rice’s punching of his then fiancee in 2014.

The 911 (emergency) 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.’


It racked up 2 billion global impressions after it aired during the Super Bowl 49.

Influence / impact

NO MORE ran another PSA (public service announcement) in conjunction with with the NFL during Super Bowl 50 in 2016. Again the ad was a subtle execution, all the more powerful for its contrast to the slew of other expensive advertising. This time the film followed a text message conversation between two friends and 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.