Not only are Super Bowl commercials arguably the most high-profile ads on broadcast television, they’re also the most expensive—rates for this Sunday’s game between the New England Patriots and the Seattle Seahawks are at record levels (about $4.5 million per 30-second spot), according to Variety.
So we were especially excited to learn that commercials by Nadav Kander and Lauren Greenfield, who are both represented by Chelsea Pictures for directing projects, will be aired during the big game.
During the first quarter, the NFL will air a 30-second cut of “No More,” a domestic-violence PSA directed by Nadav for NoMore.org and Grey New York. The NFL donated the airtime and paid the production costs for the spot, which is based on a real-life story of a woman who calls 911 but pretends to order a pizza so her abuser, who is in the room with her, won’t know. (Read more at Adweek.com.) You can watch the 60-second version, which has been viewed more than 2 million times since Monday, on YouTube.
Meanwhile, Procter & Gamble’s Always has slotted a 60-second version of Lauren’s award-winning #LikeAGirl three-minute video, which has been viewed more than 80 million times worldwide since last June.
“When people watch the video, we know it changes their perception of the phrase ‘like a girl’—and it makes a difference for girls’ confidence,” Always global vp Fama Francisco said in a statement quoted by Adweek. “We feel so strongly about this that we’re now taking this message to a bigger stage, the Super Bowl, so even more people can join us to champion girls’ confidence and change the meaning of ‘like a girl’ from an insult into something positive and amazing.”