Super Bowl XLVIII Round-up

It’s possible that the tears welling up in my eyes during Super Bowl XLVIII’s commercial breaks were from someone cutting onions for game day guacamole. But I think – just maybe – a couple of tear-jerking moments came from dads in commercials.

At a rate of $4.5 million for a 30-second spot, brands had the blink of an eye to impact their captive audience. How’d they fare?

By my watch, the good outweighed the bad.

We came off of a really good 2013 in terms of fatherhood in commercials. And because of what I can only imagine is a myriad of reasons including Pew research, societal and brand trends, and even dad blogger uproar, 2014 is poised to be another crowd-pleaser.

As the first event in 2014 where brands paid top dollar for their commercials, here are the ones that featured fathers:

Hyundai: “Dad’s Sixth Sense”

Dad doesn’t always need to be Superman in a commercial for it to be great. In Hyundai’s spot for their Genesis, they show a montage of dads saving their kids from certain disaster, whether it be hitting their heads, flinging headlong into a fire or off a cliff – until the final scene:

What I like most about the commercial is that usually, dad is portrayed as an animal that puts food, sports and even sex above their children. But Hyundai breaks the mold here by showing dads that don’t think twice about tossing whatever they’re doing aside to catch their kids – even food! This is the reality of most fathers – that we’ll drop anything to save our kids. I don’t care if I lose a plate of hamburgers or a fishing rod. My son’s safety is my top priority.

A father’s “sixth sense” isn’t really as supernatural as it’s been billed; both mothers and fathers simply use their existing senses to keep one step ahead of their kids. In any event, bravo to Hyundai. A wonderful change from the commercial I’d previously blasted.

Volkswagen: “Wings”

Humorous commercials are always harder to talk about when there’s nothing really “wrong”:

And that’s that. It’s nice to see a father and daughter talking. And I can’t count the daughter’s snark as belittling the dad, because my god, have you heard teenagers?

I’ve got to say this, and I’m going to, and then I’m walking away from it, but I don’t like two things here: the suggestion of sexual harassment toward women, and physical violence toward men in commercials. Too often in commercials, women are touched and/or men are slapped as a punch line. In this case, a male engineer gets his wings and the wing taps his elevator-mate on the back. She pops forward as if it was on her behind (but I’ve got to say, I watched the scene over and over and though I think it’s insinuating her bottom, the touch lands on her back). And her response? To hit him. I don’t like that. Two wrongs don’t make a punch line. There, I’ve said my piece.

All things considered, Volkswagen’s had better dadvertising in the past in the form of “Playing Catch” and “Is It FastR