After NBC rejected a similar ad last year, which featured Barack Obama, this seems to be a significant move.
The press release:
Focus on the Family will broadcast the first Super Bowl ad in its history February 7 during CBS Sports’ coverage of the game at Dolphin Stadium in South Florida.
The 30-second spot from the international family-help organization will feature college football star Tim Tebow and his mother, Pam. They will share a personal story centered on the theme of “Celebrate Family, Celebrate Life.”
Jim Daly, president and CEO of Focus on the Family, said the chance to partner with the Tebows and lift up a meaningful message about family and life comes at the right moment in the culture, because “families need to be inspired.”
“Tim and Pam share our respect for life and our passion for helping families thrive,” Daly said. “They live what we see every day – that the desire for family closeness is written on the hearts of every generation. Focus on the Family is about nurturing that desire and strengthening families by empowering them with the tools they need to live lives rooted in morals and values.”
Daly added that all the funds to air the ad came from a handful of “very generous and committed friends” who donated specifically to support the project. No money from the ministry’s general fund was used.
The Tebows said they agreed to appear in the commercial because the issue of life is one they feel very strongly about.