During this Sunday's Super Bowl broadcast, an in-game commercial from Verizon will honor first responders, including law enforcement.

The campaign titled “The Team that Wouldn’t Be Here” was built around the stories of 11 active NFL players and one coach whose lives were saved by the rapid response of public safety professionals. It kicked off with a 60-second spot that was shown during the NFC and AFC championship games. All 12 videos can be viewed at https://allourthanks.com/.

Verizon says the stories told by the players and coach are "reflective of the 41 million Americans that would not be here if not for the work of first responders." Verizon will also be unveiling a 30-minute documentary on Jan. 31 that highlights the backstories of the first responders featured in the campaign.

As it has during other Super Bowls, Verizon will work with the Atlanta-area first responders to support public safety efforts and ensure the reliability of its network in the area.

How Verizon Supports and Works With First Responders  

* In March 2018, Verizon launched its public safety private core, a network that separates public safety traffic from Verizon’s commercial and consumer traffic. This means First Responders have an extra layer of security for their data and they don't need to compete with commercial users for network resources.

* Verizon is also opening a 5G First Responder Lab–an incubator that will give start-ups and innovators access to 5G technology to develop, test and build 5G solutions for public safety. The future of public safety technology will be powered by 5G.

Verizon also recently launched a First Responders Unlimited Plan Discount for emergency First Responders. The company already offers special plans for government agencies, but the new discount applies to personal consumer plans, not just professional lines. State and local law enforcement, fire and EMS workers are all eligible whether they are current employees, retired or volunteers.

Last year Verizon came back to the Super Bowl after 7 years and premiered a spotthat wasn’t focused on selling a device or promoting a plan, but rather the impact of our technology on First Responders and the lives they have saved. This resulted in the second largest share of voice on social media (behind Pepsi) and highest brand sentiment across all SB ads.