“It’s no news that many folks watch the Super Bowl these days more for the advertisements than the game,” says Paul Asay of Dads Matter.
Companies will pay as of 2015 $4.5 million for every 30-second spot during the big game, so you know they’re going to try to make them memorable.
Budweiser will send a beer drinker into a life-sized Pac-Man game. GoDaddy.com will feature spokeswoman Danica.
Patrick snuggling with a puppy. Carl’s Jr. courts controversy by showcasing an apparently naked woman strolling through a supermarket (her most critical anatomical bits shielded by produce).
But the front-runner for my favorite ad this year might be this dad-centric spot by Dove.
After a 5 year-break, the Dove Men+Care ad campaign returned to the Super Bowl. The 2015 ad was designed to “celebrate the multidimensional aspects of masculinity that define what it means to be a man today," according to Jennifer Bremner, director of marketing at Dove Men+Care.
The ad (click here to watch it in its entirety), flashes from one scene to another, as children of all ages call out to their fathers to catch them as they jump into the pool; dance with them at their wedding; wrestle with them as they return home from work; soothe them when they’re hurting. “Daddy!” “DaDa!” “Dad!”
“What’s in a name?” Shakespeare asked. In this ad, we see that the name “daddy” can be filled with a world of emotion. It’s a squeal of joy. An exasperated groan. A salve for deep hurt. It’s more than a name or a title. It’s a conduit for connection—not just between a father and child, but to the many, many emotions that their relationship encompasses.
Paul Asay (@AsayPaul) is a contributor for Dad Matters and a senior associate editor for PluggedIn.com.
A conduit for connection.
God our Father has a name which He longs to hear from our lips: “Abba!” It is the Hebrew term of endearment closest to our modern English word “Daddy!”
It is itself a conduit of connection to the very heart of God.
With the loudest of cries, or the quiet of whispers, it immediately captures His attention and ushers us into His presence.
Dads, we can be a living, breathing picture to our children of what it means to have a father—a Heavenly Father—who cares, who's there, who always responds.
What’s in a name? If the name is Abba, the answer is everything.
"The Spirit you received brought about your adoption to sonship. And by him we cry, 'Abba, Father'" (Romans 8:15).