While other car makers went out of their way to promote their products with their Super Bowl commercials -which is fair enough – Chevrolet dedicated their spot to World Cancer Day and celebrated the disease’s survivors and those who support them.

Chevrolet Super Bowl ad, called Life, shows a young couple driving a Silverado pickup truck as the song “Don’t Leave,” by Norwegian singer Ane Brun, plays. The female passenger, a cancer survivor, looks out the window at the sunrise, smiles and clasps the hand of her male companion. It is rather touching, especially as the actors playing the characters, Kim Rhoades and Ted Mattison, are actual cancer survivors.

The ad also encouraged viewers to change their Facebook and Twitter profiles to purple, the color of cancer survival, in time for World Cancer Day on Tuesday, February 4, 2014.

“With estimates that more than 100 million watched today’s game, we could achieve our goal with just 1 percent participation,” said Tim Mahoney, Chevrolet’s global chief marketing officer. “Most of us, including many of our employees, have been touched by cancer in some way and this spot celebrates cancer survivors and those who support them.”