Earlier this week I posted about a really powerful Super Bowl commercial, because it came from an interesting source and seemed to represent a halting, half-assed but nevertheless an attempt from the NFL to, y’know, stop being a disgrace. Well, shit.
It’s a triumph of advertising doublespeak, created to color-code another month and diversify “cause-themed” product lines from major brands. Nomore.org is not, in any way I can understand, designed to impact to the people they offer to protect and support. It’s advertising gone wrong in so many fundamental ways. There’s a startling lack of empathy for victims of domestic violence in the way Nomore.org describes itself, its purpose and mission. It sounds a bit sociopathic, honestly.
The most damning statement is actually from the top comment, and it is SPOT ON:
And what’s the benefit of the NFL going with a cipher of a branding scheme, rather than with an actual nonprofit that does work or raises money? Seems pretty obvious: No More allows the NFL almost complete freedom to brand itself as deeply invested in women’s issues.
To the NFL—even in this thing that seemed impossible to fuck up—everything is merely image.
What. The. Fuck. Doesn’t take away from the ad itself — it’s good, powerful work — but those who got it on air appear to be questionably motivated, at best.