2016: NFL airs first anti-domestic violence ad during Super Bowl 49

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.

Today’s marketing moment was chosen by Jim Heekin, chairman and CEO at Grey Group. Below, see why he thinks anti-domestic violence group No More’s Super Bowl 49 spot was an important moment in marketing’s history.

Marketing is no longer simply about selling a product. We’re influencing discourse, leading causes, and cultivating actionable change.

In 2015, Grey teamed up with No More and the NFL to create the first anti-domestic violence commercial to air during the Super Bowl.

The 911 call for help was based on a real one in which a victim pretends to order a pizza so as not to arouse the suspicion of her abuser.

The spot, called “Listen,” became an instant success with more than 1 billion earned media impressions and huge increases in calls/visits to websites serving people in trouble.

See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.

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