Verizon’s Super Bowl Campaign Will Spotlight First Responders and Encourage Volunteerism

Since returning to the Big Game in 2018 after a six-year hiatus, Verizon has used its Super Bowl airtime to position itself as the preferred network of first responders, a strategy that’s helped it hammer home its “America’s most reliable network” tagline. For instance, one of last year’s spots featured an emotional reunion between Los Angeles Chargers coach Anthony Lynn and the people who saved his life following a car accident in 2005.

This year, viewers can expect to see more of the same—with a 5G twist.

The campaign will kick off during the AFC and NFC championship games this weekend, culminating with a Super Bowl 2020 spot that has not yet been released. The two spots launching this weekend will explain how Verizon’s 5G helps first responders do their jobs even better. For example, one shows how 5G can help power a helmet that lets firefighters see through smoke.

Another will show how doctors can utilize 5G to access patient information in dire situations.

“The goal with our creative is to humanize our technology, to demonstrate how it enables people to innovate to move the world forward,” said Andrew McKechnie, Verizon’s chief creative officer. “The spots focus on the critical challenges facing first responders and the Verizon 5G tech that will help overcome them. We know people have an awareness of 5G, but it is our job to make them understand why it is important and how it will impact their everyday lives.”

Verizon does not plan to unveil its Super Bowl 2020 commercial in advance of the game, but the brand said the campaign will, at least in some capacity, lean into the “importance of volunteerism and encouraging people to follow the lead of first responders.” McKechnie said the message ties into Verizon’s goal of committing 2.5 million employee volunteer hours by 2025.

The company worked with McCann, which was named Adweek’s Global Creative Agency of the Year in 2019, and director Peter Berg (of Friday Night Lights) on the ads.

In addition to the campaign, Verizon is sponsoring Super Bowl LIVE, the weeklong festival that will precede the game in downtown Miami. According to the company, it will host a 5G livestream of the Pro Bowl on Jan. 26 at Super Bowl LIVE, giving attendees a “real-time view of the game like never before.”