I must admit, I willingly succumb to the emotional pull of Super Bowl commercials. Sometimes it feels good to let a few tears fall. However, this year’s ads took the sentimentality to an unexpected level.
Watching the Super Bowl is reminiscent of that Christmas moment when your parents, amidst all the joy of a snowball fight or a delightful dinner filled with laughter and wine, suddenly clear their throats and announce they’d like to discuss some serious matters. Cue the collective groan. Here comes the conversation about living wills, do-not-resuscitate orders, and the keys to the safety deposit box. It doesn’t matter that it’s a festive occasion! (And you’re all getting along!) No, this is a rare moment when the family is together, so serious discussions must happen right now.
My partner and I were thrilled to gather with our 8-year-old son and 5-year-old daughter to watch the game, only to be reminded that this is the prime opportunity for advertisers to reach a massive audience, all in one place, trying to enjoy themselves. Cue the heavy-handed “buy-our-insurance-or-your-kids-will-face-horrific-outcomes” sound effect.
This year’s theme seemed to revolve around parenting or family — a guaranteed way to tug at heartstrings. By halftime, the commercials had morphed into a large, rolling snowball of fatherhood failures, children in peril, and dads who appeared extraordinary merely for showing they care. As a friend tweeted during the game, “#saddad” encapsulated the evening’s vibe.
On the positive side, some significant issues were highlighted for a wide audience. Topics like domestic violence and girls’ self-esteem are undeniably important to address. However, when a car company, like Nissan, attempts to comment on the state of American fatherhood, it raises eyebrows. And Nationwide, are you truly trying to sell insurance by suggesting my child might be at a high risk of death? What?!
Thus, our family bonding moment was quickly interrupted — by the end of the first quarter, we had sent the kids off to watch America’s Funniest Videos on the iPad.
Provoking discussions about difficult topics is never a bad idea—issues that are culturally ingrained and require change. Our children need to understand these realities. But when a corporation blends consumerism with social progress, it makes you long for the simpler pleasures of a snowball fight.
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In summary, the Super Bowl commercials this year leaned heavily on themes of fatherhood and family, often using emotional manipulation to convey their messages. While some issues are crucial to highlight, the blending of marketing with social commentary can feel forced and detract from genuine family moments.
Keyphrase: Super Bowl commercials and fatherhood
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