Football fans and domestic violence advocates are speaking out about the NFL’s serious Public Service announcement that ran during the Super Bowl.
The $4.5 million, 30 second spot is an audio recording of a woman, pretending to order a pizza over the phone. However, she is really calling 9-1-1 to report domestic abuse.
Woman: “I’d like to order a pizza for delivery.”
Dispatcher: “Ma’am, you’ve reached 911. This is an emergency line.”
Woman: “Yeah, a large with half pepperoni, half mushrooms.”
Dispatcher: “Um, you know you’ve called 911? This is an emergency line.”
Woman: “Do you know how long it will be?”
Dispatcher: “OK, ma’am, is everything OK over there? Do you have an emergency or not?”
Dispatcher: “...and you’re unable to talk because?”
Woman: “Right, right.”
Dispatcher: “Is there someone in the room with you? Just say 'yes' or 'no.'”
Dispatcher: “OK, um, it looks like I have an officer about a mile from your location. Are there any weapons in your house?”
Dispatcher: “Can you stay on the phone with me?”
Woman: “No. See you soon. Thank you.”
Nilda Valmores is the executive director of My Sister’s House, a domestic violence crisis center in Sacramento. She shared with FOX40 her reaction to the piece.
“First she called for help so that was very smart and brave of her,” Vilamores said. “Two, she didn't share that she was calling 911. You know, she did it in a very calm way.”
This ad is coming off the heels of the NFL’s whirlwind year: plagued with domestic violence scandals, most notably the Ray Rice saga.
“It's about time,” Vilamores said. “I think they needed to address and do something.”
Many fans watching the game at the Fireside were surprised to see such a serious ad run during the Super Bowl. Many were expecting puppies or goofy commercials, but after watching the PSA, they agreed, it was a necessary one.
“It was really intense for a football commercial,” viewer, Clarissa Cardona said. “People need to realize what women go through, and it makes people realize other people's situations.”
“When you first walked over, I thought it was going to be a funny kind of subject that we would talk about, but it is a very serious subject, and I think it is important we get a better grasp at it,” viewer Bobby Renaud said.
A government statistic shows one in four women are violently attacked by their partners. Many acknowledge the NFL is not the only place this happens. However, they should use their huge platform to spread awareness.
“Everybody should be accountable, no matter what position you have in the world. Simple as that,” Stephen Elias Jr. said.
“This is just one commercial. We need to have these commercials every day. I hope they use this platform to do a little bit of good, especially when it involves a lot of their players and a lot of their players' partners,” Vilamores said.
In the case of a domestic violence emergency, call 9-1-1. However at other non-emergent times, you are recommended to call a domestic violence shelter like My Sister’s House. Their crisis hotline is 916-930-0626.