Chilling anti-domestic violence ad to run during Superbowl

A new ad targeting domestic violence that will be broadcast during the Superbowl has been posted online.

Taking a tone that is unusually serious for an ad to run during the biggest event in the NFL the video features lingering images of a trashed home – a sink full of dirty dishes, books strewn on the floor of a living room, and other signs of violence.

At the same time a woman's voice can be heard calling 911, but pretending she's ordering a pizza.

Hauntingly, the audio was inspired by an actual call made to emergency services.

The effect is chilling, and markedly different to halftime ads from years gone by, like Cindy Crawford drinking a Pepsi, or the Budweiser frogs.

The awareness campaign by NOMORE.org is no doubt a response to the shocking conduct of Ray Rice, the Baltimore Ravens running back who was caught on camera viciously assaulting his wife last year.