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Super Bowl Commercial: Verizon's 'Smoke'

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Verizon  (VZ) - Get Verizon Communications Inc. Report  released a teaser to its full length commercial "Smoke" ahead of Super Bowl LIV. The ad features first responders and how 5G technology can assist them.

The company started its Super Bowl advertising campaign with two new commercials called “What 5G Will Do” that aired during this year's AFC and NFC championship games. The ads, the company said, “show the critical challenges facing first responders and the Verizon 5G tech that will help overcome them.”

The teaser shows how, with 5G technology, firefighters might be able to “see through” the smoke in a home engulfed in flames with infrared vision goggles that give a green outline to objects. 

Advertising for 5G technology is still a grey area, since 5G is a buzzword for advanced technology that is not easy to explain because the applications are still so new, or haven’t even been created.

“In the consumer’s mind, 5G is still fairly formative. With any new technology, there is an education process,” Andrew McKechnie, Verizon's chief creative officer, wrote in an email conversation. “A year ago, it was the promise of what 5G might be able to do -- and this year we’re showing real 5G use cases. We'll continue to have more to show as 2020 goes on.”

TheStreet ranked the best Super Bowl commercials from 2020 with buy and sell ratings.

Verizon is still facing backlash from the criticism it received from first responders and public interest groups for billing and PR mistakes it made in during California wildfires of 2018

Santa Clara County complained Verizon throttled data speed to firefighters, and allegedly gouged some first responders during the emergency. The company apologized for what it called serious mistakes. 

Verizon will also be showcasing its 5G rollout at Hard Rock Stadium in Miami, site of Super Bowl LIV.

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