For the first time in five years, Verizon isn't running an ad during the Super Bowl. Instead, its 30-second spot will air directly after the game.

“The post-game media buy was chosen because it fit perfectly with our creative message,” said Kristin McHugh, senior VP marketing and creative at Verizon said, alluding to the ad's message that when the 2022 season ends, the work continues for Verizon.

The spot, which was created with The Community agency, outlines a new Verizon NFL initiative: a private wireless network that helps coaches better communicate with each other in NFL stadiums across the country. 

The creative is mostly explanatory. As the camera pans over an empty stadium, a narrator explains that even after the Big Game ends and the last fan leaves, Verizon is still working on the next big football innovation. From there, viewers can see stills of coaches communicating with each other via headsets as the narrator explains how the new coach-to-coach communication technology works.

Verizon is the official 5G network of the NFL—a point the ad makes while touting Verizon as “the network America relies on.” The campaign includes a 90-second video slated for social media that goes into more detail about the coach-to-coach solution.

Verizon says it has invested more than $100 million in permanent network enhancements around the Phoenix area ahead of this year’s Super Bowl.

The ad is a significant change of pace from last year's big-budget Super Bowl ad from McCann Worldgroup, which starred Jim Carrey reprising his character from "The Cable Guy.”