The pro-life television commercial featuring Heisman Trophy winner Tim Tebow and his mother Pam, which aired during the Super Bowl on Sunday, has some people wondering what all the fuss was about.

“I think they took a very interesting strategy. It’s clearly an effort to steer away from controversy,” said said Tim Calkins, a marketing professor at Kellogg School of Management at Northwestern University. “I suspect the people they were going after understood the message, but for most people, I don’t think the ad really did a lot for them.”