Leading up to the Big Game, I covered three key brands that came out ahead of the game with dad-focused commercials, and then gave a breakdown of why it’s good money to invest in dad during Super Bowl XLIX. Now that the game’s over, it’s time to take a look back at how dad did.
Spoiler alert: Dad covered the spread at Super Bowl XLIX.
We saw a good showing of dad-focused commercials in Super Bowl XLVIII, so it was no surprise to see more this year. But it seemed like the emotions were cranked up just a bit, and that’s not a bad thing.
Sure, there’s a “Big Game” on, but a lot of people just watch the Super Bowl for the commercials. And as I recently mentioned, Toyota, Nissan and Dove Men+Care have crafted spots about fathers. But why?
You might think – why fathers? Why now? But brands and agencies are keen to one simple fact: dad is a consumer.
Inevitably, brands hone in on men come Super Bowl time. Fathers have always found their way into the commercials, but the imagery is evolving. Some brands are banking on the image of emotional, loving fathers in their ads to boost their brands. Are we finally admitting that it’s good to be an emotional, loving, caring father? I hope so.
Three brands in particular are investing heavily in dads leading up to The Big Game: Toyota, Nissan and Dove Men+Care. Their father-centric commercials are wonderful reminders that fathers matter and are worth the hefty pricetag for a Super Bowl spot.
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.
The Super Bowl, widely regarded as a yearly who’s-who of commercials, proved once again that fathers have a couple of things to piss and moan about in the “dadvertising” world, but that little-by-little, dads are being imagined better. This year, we saw seven major commercials featuring a father in a main role. The result shows an across-the-spectrum image of fathers. This, actually, is a win for dads, believe it or not.
Here, we’ll take a look at the commercials with an honest approach, attempting to let slide what truly doesn’t matter, and getting worked up over all of the right things.
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