This Year’s Super Bowl Reflections: The Dad Connection

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I have to admit, I get a little swept up in the emotional pull of those big-game commercials. There’s just something about them that tugs at the heartstrings. But this year’s Super Bowl ads? They took it to a whole different level.

It felt like that awkward moment during a family Christmas gathering when your parents suddenly clear their throats and announce they need to have a “serious talk” while the festive spirit is at its peak. Just when everyone’s having a blast—whether it’s a snowball fight or a delicious dinner filled with hearty laughter—here comes the convo about living wills and other not-so-fun paperwork. Seriously? Can’t we just enjoy the holiday cheer?

My partner and I were pumped to settle in and watch the game with our 8-year-old son and 5-year-old daughter. But then it hit us: this is the only time advertisers have a captive audience of a third of the nation, all trying to unwind. Cue the heavy-handed reminders that if we don’t buy their insurance, our kids might face doom. Yikes.

If you asked me what this year’s theme was, I’d say it revolved around parenting or maybe family—definitely a surefire way to pull at those emotional strings. By halftime, the commercials had morphed into a massive snowball of failed father figures and dire warnings about fatherhood, with some dads being hailed as heroes just for showing they care. A friend even tweeted, “#saddad” perfectly capturing the night’s vibe.

On the flip side, some critical topics were brought to light for a wide audience. Issues like domestic violence and girls’ self-esteem are undeniably important and deserve attention. But Nissan, really? Are you the best voice to comment on American fatherhood? And Nationwide, is your pitch about insurance really meant to suggest my child could face a tragic fate? What’s going on here?!

By the end of the first quarter, we decided to send the kids off to watch America’s Funniest Home Videos on the iPad—much less heavy. It’s always beneficial to spark conversations about tough issues that need addressing, but when a car company tries to link their products to social progress, it just makes me want to go back to enjoying that imaginary snowball fight.

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In summary, while this year’s Super Bowl ads aimed to tug at our heartstrings, they often missed the mark, making us long for lighter moments.