I’ll admit it: I fall for the emotional pull of Super Bowl commercials. There’s something enjoyable about getting a bit misty-eyed during the big game. However, this year’s ads took that sentimentality to another level.
Watching the Super Bowl feels a lot like that festive moment during the holidays when your parents, right in the middle of a joyful snowball fight or a delicious dinner filled with laughter, suddenly clear their throats and announce they need to have “a serious talk.” Cue the dramatic drop in mood.
Here comes the conversation about living wills, do-not-resuscitate orders, and safety deposit box keys. Because who cares that it’s Christmas and everyone is having a great time? This rare gathering of adults is the perfect opportunity to discuss serious matters, and they insist on doing it right now.
My partner and I were thrilled to settle in for the game with our 8-year-old son and 5-year-old daughter. But we quickly remembered that the Super Bowl is the only time advertisers can grab the attention of millions gathered in one place, hoping for a fun evening together.
Enter the heavy-handed reminders about buying insurance or facing dire consequences for our children.
This year’s overarching theme revolved around parenting and family, a surefire way to tug at heartstrings. By halftime, the ads had morphed into a massive wave of narratives depicting inadequate fatherhood, children in peril, and dads being lauded simply for showing they care. A friend even tweeted during halftime that “#saddad” seemed to capture the night’s essence.
On the plus side, these commercials did shed light on crucial issues before a massive audience, touching on topics like domestic violence and girls’ self-esteem. These are conversations we undeniably need to have. However, I found myself questioning companies like Nissan—are they really qualified to comment on American fatherhood? And Nationwide, are you genuinely trying to sell me insurance based on the fear that my child might die? What on earth?!
So much for quality family time—by the end of the first quarter, we had sent the kids off to watch America’s Funniest Videos on the iPad.
While it’s always worthwhile to spark discussions about challenging topics—those deeply rooted cultural issues that need transformation—when a car brand links their products to social progress, it just makes me want to return to that previously mentioned snowball fight.
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In summary, while the Super Bowl commercials aimed to evoke strong emotions around parenting and family, they often left us feeling overwhelmed rather than united. Engaging in difficult conversations is essential, but we shouldn’t have to feel pressured by advertisers to do so.