Of all the ads that will be shown during Super Bowl Sunday, this is probably the one that matters most.
On Monday, the NFL released a 60-second version of a 30-second ad for its "No More" campaign, which will be aired during the game between the Seattle Seahawks and the New England Patriots this Sunday.
The ad, produced by Grey New York and based on a real phone call, according to AdWeek, has a woman calling 911 and ordering a pizza.
A dispatcher informs her she has called the emergency line, though he soon deduces that she can't address her situation directly.
No violence is depicted on screen, but the ominous shots of a broken photo frame and a dent in a wall speak volumes.
The ad closes with the words, "When it's hard to talk, it's up to us to listen."
The NFL donated Super Bowl airtime and production costs for the commercial following a series of scandals involving players Ray Rice and Adrian Peterson.
But this isn't the first ad to emerge as part of the "No More" campaign.
In October, the campaign saw a series of ads posted to YouTube, including a spot showing NFL players such as Eli Manning calling for an end to sexual assault and domestic violence.
The new ad is disturbing, to be sure. But it's a message that millions need to hear.
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