Michigan retailer Art Van Furniture spent a lot of money to purchase advertising time during Superbowl 50 and used it to solicit donations for the Flint water crisis instead of pitching home furnishings.

ItsAlwaysSunnyInDetroit via YouTube

Ads during the NFL's championship game are notoriously expensive- even on local stations. Art Van Furniture decided bringing clean water to Flint, Michigan was more important than shilling for sofas and used their 2016 ads to ask for help.

Watch as David Van explains:

We had the best big game commercial planned for you tonight but we decided today, while friends and family are gathered together for the big game, there's something more important to talk about.

-Art Van vice president David Van

Van thanks donors for 400 tons of water to help with the Flint water crisis and announces the expansion of efforts to help to Art Van's Chicago, Fort Wayne and Toledo stores.

As the company has just been sold to a private equity firm, let's hope their hometown generosity and spirit of togetherness continues to be a priority.

Bonus Video: Virtual tour of the North American Auto Show in Detroit 2017