The NFL will run a commercial focused on domestic violence during this year's Super Bowl in an effort to show it is serious about the issue in the wake of the Ray Rice scandal.
The ad, which was created by the "No More" campaign, features a woman calling 911 and pretending to order a pizza so her attacker doesn't realize she's calling for help. The campaign previewed the TV spot via Twitter on Tuesday.
The Wall Street Journal reported that the NFL donated its internal ad agency to create the commercial, as well as the airtime — which is reportedly going for $4.5 million for each half-minute this year. The league said it has donated $50 million in ad time to No More over the last year.
Last year, the league faced intense backlash for its handling of Ray Rice, who was captured on video punching his then-fiancée in an Atlantic City casino elevator. The league's initial punishment, a two-game suspension, was widely criticized as being much too scant.
The NFL eventually increased the punishment to an indefinite suspension. Rice and his lawyers have since vacated the suspension, however no team has picked him up.
No More has featured many prominent NFL players in recent campaigns, including Eli Manning and Cris Carter.