The campaign has already gained 10 million exposures, and is expected to gain tens of millions more with the Super Bowl broadcasts. As part of the campaign, videos calling for the release of the hostages from Hamas captivity will be broadcast on Paramount's smart TVs.
One of the videos shows home movies of fathers held captive by Hamas, in touching moments with their children. Another video reads, "In a crowded stadium, your silence is deafening," as images of passionate football fans are contrasted with images of empty seats dedicated to the abductees.