I have to admit that I often find myself emotionally swayed by the commercials during big sporting events. There’s something delightful about shedding a tear or two now and then. However, this year’s Super Bowl ads took emotional storytelling to an entirely new level.
The Super Bowl is that moment during the holidays when, amidst the joy of a lively snowball fight or a delicious dinner filled with laughter and good cheer, your parents suddenly decide it’s time for a serious family discussion. Cue the dramatic music and the heavy sighs. Here comes the conversation about living wills and emergency plans—because, of course, they have to discuss it right now, no matter how festive the occasion may be.
My husband and I were eagerly anticipating watching the game with our 8-year-old son and 5-year-old daughter, but we were soon reminded that this is the only time advertisers have the attention of millions of viewers all at once. Cue the somber “buy-our-insurance-or-else” tone.
This year’s theme seemed to revolve around parenting, or perhaps family—a surefire way to tug at the heartstrings. By halftime, the commercials had morphed into a hefty snowball of stories depicting failed fatherhood, children in peril, or dads who are somehow extraordinary simply for showing they care. As a friend quipped during the game, “#saddad” perfectly summed up the night’s mood.
On a positive note, some significant issues were highlighted in front of a massive audience, such as domestic violence and the importance of girls’ self-esteem. These are important conversations that need to happen. But Nissan? Is it really your place to comment on American fatherhood? And Nationwide, are you actually suggesting I need insurance because my child might meet a tragic fate? What?!
So much for family bonding—by the end of the first quarter, we ushered the kids into another room to enjoy America’s Funniest Videos on the iPad instead. While it’s always beneficial to spark discussions about challenging issues—topics that are deeply ingrained in our culture and in need of change—when a car company tries to link their products to these profound matters, I can’t help but long for that carefree snowball fight we had started.
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In summary, while the Super Bowl commercials tried to evoke feelings around fatherhood and family, they often missed the mark, turning what should have been a bonding experience into a moment of discomfort. Advertisers should be mindful of how they approach such sensitive topics, especially during a time meant for enjoyment.