In its first Super Bowl in seven years, Verizon highlighted the stories of those rescued by first responders.
The minute-long spot, which included a voiceover by Justin Timberlake, came after a year where weather and climate disasters cost more than $306 billion in damages, according ot the National Oceanic and Atmospheric Administration, making 2017 the costliest year in recorded history.
In the spot, Timberlake asked viewers to "remember the first responders who keep us safe every day."
"Answering the Call" used still images to showcase moments of incredible rescues. The tie-in for Verizon was, when your life's on the line, you don't want a service that just works, but the very best available.
In one call, a woman named Cedricka calls a firefighter to thank him for saving her from a fire that happened in her apartment building four years ago. "I was pregnant," she says. "She is now four."
The ad also included a call-out to Verizon's AllOurThanks.com, where people can donate money to the Red Cross, all of which was matched by Verizon.
Verizon worked with McCann New York on the creative.
AGENCY: McCann NY
QUARTER AIRED: Q3