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Did Fatherhood Win with Super Bowl Commercials?

Posted by Melissa Byers

Most Recent Fatherhood Posts

Feb 4, 2013
sb47Aside from all the great stories that come out of the Super Bowl from each team, let's talk the important stuff — the commercials! Since my teams are rarely in the big game, the commercials are my favorite part of the night. That said, if you follow me on twitter you know I found the Tide/Joe Montana commercial about "no stain being sacred" to be my favorite of the night.

While I'm certain my "fatherhood radar" is working at peak levels considering my working at NFI; I'm finding it more and more interesting how a brand not only spends it's money to be funny and memorable, but how much a brand perpetuates stereotypes of fatherhood in the process.

Here are four examples of commercials from the Super Bowl that are funny and/or thought-provoking, but most of them simply leave us wanting more from brands and fatherhood.
The Protective Dad | Got Milk?
This commercial was probably one of the stronger showings of fatherhood I witnessed with the Superdome lights going out! Depicting a dad who will do anything and that nothing is more important than his girls' milk for breakfast. Nice work!

The Fashionista Dad | Doritos 
Right before this dad's about to say "no" to his daughter about having tea time because he's going out to play football with his friends, he realizes she has Doritos. He's all in. Cute and funny, but still conveys the stereotype that a dad only cares about himself and is the unresponsible parent. Place a mom in the role of the father in this commercial and see if Doritos is in business by today.

The Servant Dad | Jeep | USO
This Jeep | USO commercial shows the sacrifice of all military families and does well to include dads. Nice work Jeep | USO and Oprah!

The Avoidance Dad | Kia "Space Babies"

While I am no stranger to making up answers as a dad, and I also laughed at this commercial when it aired live, it's funny but not. When one considers that what we celebrate we replicate -- do we really want to celebrate a dad making up where babies come from and avoiding the question until his son gets the info somewhere else? What's easier to say, a story about "space babies" or that babies come from a man and woman who are married to each other, like the characters in the commercial? Just a thought...

How do you think dads were portrayed in the Super Bowl commercials? 

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photo credit: marsmet481

Topics: nfl, Super Bowl

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