The NFL Just Released Its First Anti-Domestic Violence Ad Ahead of the Super Bowl

January 28th 2015

ATTN: Staff

After a beleaguered season with domestic and child abuse scandals alike, the NFL has just released its first anti-domestic violence PSA ahead of the Super Bowl.

The ad depicts a woman calling 9/11 furtively, using the facade of ordering pizza as presumable cover from her attacker. 

The transcript is as follows:

"911, where is you emergency?"
"123 Main St."
"Ok, what's going on there?"
"I'd like to order a pizza for delivery." (oh great, another prank call).
"Ma'am, you've reached 911"
"Yeah, I know. Can I have a large with half pepperoni, half mushroom and peppers?"
"Ummm.... I'm sorry, you know you've called 911 right?"
"Yeah, do you know how long it will be?"
"Ok, Ma'am, is everything ok over there? do you have an emergency?"
"Yes, I do."
"..And you can't talk about it because there's someone in the room with you?" (moment of realization)
"Yes, that's correct. Do you know how long it will be?"
"I have an officer about a mile from your location. Are there any weapons in your house?"
"Can you stay on the phone with me?"
"Nope. See you soon, thanks"

The NFL was plagued by scandal in 2014 after TMZ released surveillance footage of Baltimore Ravens star Ray Rice punching his then-fiancée, Janay Palmer, in an elevator. 

The video sparked heated debate about the NFL and its commissioner Roger Goodell's policy towards domestic abuse. Rice was at first handed a paltry two-game suspension, prompting public outcry. In response, the league swiftly adopted a new policy that implemented harsher penalties for domestic abuse and sexual assault among its employees. 

NFL commissioner Roger Goodell is still embattled. According to the San Francisco Chronicle, there have been 56 domestic abuse allegations in the league since Goodell became commissioner. 

Last fall, ESPN anchor Keith Olbermann also had some choice words for Goodell and his "too little, too late" banishment of Ray Rice: "Mr. Goodell's ineptitude has not merely rendered this NFL season meaningless and irrelevant... it has not only reduced watching or supporting NFL football to a distasteful, even a disrespectful act; but most importantly, it has comforted the violent and afflicted the victim," he said. You can watch the full video here: