The NFL continued it's public relations cleanup around domestic violence by donating both production costs and Super Bowl airtime ($5 million for a 30 second spot) for this CSR ad from NoMore.org. It is understated, a simple text exchange between two woman, but it packs an eerie punch. When the woman at home with her man (who is in "one of his moods") stops texting after being asked if she is ok, the happy sounds of a Super Bowl party go silent leaving viewers uncomfortable with the fear of things unsaid. While it does bring awareness to millions, the call to action remains unclear and it's light on the promised DV education. Last year's NFL domestic violence spot had a call to sign a pledge, which essentially signed you up for a mailing list for a few emails containing no more than consumer ads for NoMore branded products.