At the end of a football season marked by continued controversy over players' protests, during the national anthem, for racial equality, Fugess co-founder Pras runs a Super Bowl ad to promote black culture -- and his nascent digital platform for black culture, Blacture.

Blacture would include content from artists and influencers and tell stories that are underreported in mass media, according a press release. The goal, the release said, is to "promote black excellence and increase awareness and understanding of the tremendous influence the black artistic community has on American culture."

"Pras is passionate about giving black culture a voice, and, given the controversy surrounding Black Lives Matter that unfolded throughout the NFL season and the conversations taking place in the American political arena, he believes that this is the time for a call to amplify the underserved voices in black culture," the press release says.

The 30-second, third-quarter spot was not pre-released. It was created by Pras, agencies McKinney and  Leijas and director Antoine Fuqua ("Training Day," "Southpaw").

BRAND: Blacture

YEAR: 2018

AGENCY: McKinney, Leijas

SUPERBOWL: LII

QUARTER AIRED: Q3