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Great Commercial. Bad tagline.

Posted by Vincent DiCaro

I love the pro-fatherhood imagery in this commercial. Take a look:

Everything is perfect until the tagline. I think it should say the opposite, “It’s good to be a friend. It’s better to be a dad.”

Kids have plenty of friends (usually), but they only have one dad. There is something unique and irreplaceable about being a dad, and while being a friend to your child can certainly be part of that, there is so much more to it than that.

You are their teacher, their guide, their protector, their provider, their nurturer. I don’t think we typically expect all of that from our friends. Furthermore, one could even argue that kids don't need another friend in their dad; they need a parent. I’ve heard more than one story of a dad trying to be his child’s “friend” and finding out the hard way that the child needed a lot more than that, especially in the area of discipline.

Anyway, maybe I am splitting hairs on this one. The “feeling” that the commercial gives me is great. I just wish they had come up with a better tagline. This tagline almost ruins the commercial because it makes fatherhood out to be less than what I think it really is.

What do you think? Is it better to be a “dad” or a “friend” to your child?

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Topics: fatherhood, parenting, culture, product, commercial, brands, father-son, tv

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