Even with so many big spruikers blaring around them, Chevy and No More (Grey Group), made their voices heard at the Super Bowl.

No More’s campaign against domestic violence during NFL screenings was triggered by a video on TMZ of NFL player, Ray Rice, punching his fiancée last year. It has been running free ads throughout the season.

For its Super Bowl spot, No More wanted a big hitter. So in November, it asked the league’s agency, Grey Group to help.

Lisa Topol, executive creative director at Grey New York, explained the idea of using a 911 call, “What we found was that these kinds of calls are not an anomaly…and that they “crystallised, in a very compelling way, what it’s like to be a victim of domestic violence, because it’s a very quiet and isolating thing. It’s not that easy to pick up the phone and ask for help.”

The ad’s tagline therefore became, “When it’s hard to talk it’s up to us to listen.”

…And listening is exactly what the spot makes its audience do. No people appear in the ad. There is only a conversation triggering each viewer’s imagination as he/she listens to the story of a woman who has called 911 for a pizza delivery and the emergency service operator who works out the real reason for her call.

The 30 second ad ran. during the Super Bowl. This is the 60 second version:

It’s moments before kick off and your TV goes on the blink. Chevrolet got the attention of 100 million viewers by simulating a TV blackout for a few seconds in its ad (aided by the memory of a power outage that occurred last year). The stunt was then used to promote the Chevy Colorado truck’s inbuilt 4G Wi-Fi, by suggesting that if the blackout were real you could watch the game in your truck…

And to underline its point, the ad closes with AC/DC’s Back in Black.