Still, with the help of the message and the players’ tight ends, Horwood noted that the company has an ad that can break through.

“You’ve got families, friends, half the country watching the Super Bowl at once,” Horwood said. “You really need to be you need to get their attention, and we think this was a really nice way to do that with this message.”

Correction: Omnicon was not involved in the campaign, as stated in a previous version.