The NFL’s Chilling New Anti-Domestic Violence Ad Will Make You Stop and Listen

After the high-profile domestic violence cases of Ray Rice and Adrian Peterson, the NFL is speaking out with a new Super Bowl Ad. The commercial features a woman pretending to order a pizza in a call to a 911 operator as the camera rolls over shots of a disheveled home. The operator eventually comes to understand that the woman is trying to ask for help without alerting her abuser.

The NFL created the ad in partnership with No More, an umbrella organization that connects groups working to end domestic violence and sexual assault.