Every year, 40,000 americans owe their lives to first responders. We functioned with the phone network millions of very first responders depend on come tell the story of a special couple of who had been conserved — 11 NFL players and also a head coach. Their stories became a 12-part film series, 30-minute CBS documentary and also an main NFL team that honored the impact of first responders. The film collection culminated in a Super key commercial the inspired numerous thousands to show their appreciation for America’s unsung heroes.

You are watching: The team that wouldn t be here


#1 most talked about Super key commercial — Twitter Brand Bowl#1 searched and viewed — AdWeek#1 watched Super bowl spot — YouTube #1 all at once digital re-superstructure of voice —AdAge/iSpot#5 Super key commercial — USA Today advertisement Meter



A trailer for the film series launched during the AFC and also NFC Championship football games and took end the conversation top top Twitter.


We combed the country to discover our team and the very first responders who conserved them. Their raw and also honest story aired ~ above television and online and also became the emotionally heart of the campaign.


Every team demands a uniform. Ours was influenced by the uniforms that the selfless men and women who answered our team’s emergency calls.

Additional jerseys to be auctioned for charity and sent come influencers who had likewise been conserved by an initial responders.


The film series culminated in a 90-second Super key commercial the dove deeper right into the story of the coach of The Team the Wouldn’t it is in Here, and also real-life head coach that the Los Angeles Chargers. It came to be the many talked about Super bowl commercial online.

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A television SHOW

We linked all 12 stories to develop one final poignant minute — a 30-minute documentary that aired the night after Super key Sunday during primetime top top CBS.


We functioned with R/GA to catch thousands an ext stories of Americans that wouldn’t be right here without first responders.

They mutual their thanks, and also we made sure the first responders heard them through geo-targeting that offered each write-up directly come the very first responder’s ar — ensuring castle knew their bravery to be appreciated.