I have to admit, I often find myself swayed by the emotional pull of commercials during big events. Sometimes, a little tear can feel good! But this year’s Super Bowl ads took that sentimentality to an entirely new level.
The Super Bowl reminds me of those Christmas gatherings where, amid the laughter and snowball fights, your parents suddenly clear their throats, signaling that it’s time for a serious conversation. Just when you’re having a blast, they want to discuss wills and safety deposit boxes—because, apparently, this is the perfect moment for that chat, even if everyone is smiling.
My husband and I were eager to enjoy the game with our two kids, a lively 8-year-old son and a curious 5-year-old daughter. But it hit us that this is when advertisers have a captive audience, one that they can tug at emotionally to promote their products. Cue the dramatic, “If you don’t buy our insurance, your child may face disaster” sound effect.
This year’s ads heavily revolved around themes of parenthood and family—definitely a tactic to pull at heartstrings. By halftime, the commercials had morphed into a mountain of failed fatherhood narratives, children on the verge of calamity, and dads who are applauded for simply showing they care. A friend even tweeted during the game, summing it up with “#sadad” as the evening’s motif.
On the bright side, some crucial topics were brought to light in front of millions. Issues like domestic violence and self-esteem in young girls are undeniably important to address. However, is Nissan really the right brand to tackle the complexities of American fatherhood? And Nationwide, are you seriously suggesting I need insurance because my child is likely to encounter tragedy? WHAT?!
By the end of the first quarter, we had to shuffle the kids off to another room to watch America’s Funniest Videos on the iPad. While it’s always beneficial to spark discussions about difficult subjects—things our kids need to grasp—it’s frustrating when companies try to merge product promotion with social progress. In moments like this, I long for a return to that carefree snowball fight.
In conclusion, while the Super Bowl commercials aimed to connect with audiences on a deep emotional level, they often missed the mark, leaving families searching for lighter moments instead.