For the second year in a row, Verizon is using its Super Bowl buy to thank first responders.
This year, the 60-second in-game spot, “The Coach That Wouldn’t Be Here,” aired in the third quarter, featuring the head coach of LA’s other NFL team, the Chargers.
That coach, Anthony Lynn, was hit by a car in 2005. And in an emotional reunion at a fire station, he meets three of the first responders who are responsible for helping to save his life.
“First responders answer the call,” the tagline reads. “Our job is to make sure they can get it.”
The spot is part of a two-week Super Bowl campaign called “The Team That Wouldn’t Be Here,” which tells the stories of 11 additional NFL players who went through life-changing experiences like car accidents, house fires or natural disasters, and the first responders who saved them. It kicked off on January 20 with the release of a 60-second teaser.
Executive producer Peter Berg and ad agency McCann are responsible for the creative.
A 30-minute documentary by the same name will air Monday on CBS. A microsite, AllOurThanks.com, features additional assets, including 60-second vignettes in which players like Houston Texans defensive tackle Carlos Watkins talks about how firefighters freed him from a car when he was 19.
Verizon’s 2018 spot—its first since 2011—also thanked first responders for their help after natural disasters.