February 11, 2026

Zero Fatalities Super Bowl TV Spot: Behind the Scenes

Zero Fatalities recently had the opportunity to create a powerful commercial that aired on Super Bowl Sunday and will continue to air during the Olympics. The goal was simple but meaningful: grab attention and leave a lasting impact. 

Take a behind-the-scenes look at the making of the commercial in this short video and see how the story came together.

After the commercial aired, the Zero Fatalities team received this message:

“I am a retired Colonel of the Idaho State Police. My wife and I just saw your advertisement on distracted driving, ‘I’m Sorry,’ about the text message.
This is the most effective ad I have ever seen. We wanted to tell you that you really nailed it with this one. I hope it gets a lot of airtime.” — Colonel Ralph Powell, Retired

We hope this commercial resonates with you and serves as a reminder to make safe choices every time you get behind the wheel. Choose Zero Fatalities—every trip, every time.

Watch the official commercial: Zero Fatalities: “I’m Sorry”