A recently released advertisement for Cetaphil lotion before the Super Bowl has received high praise for its relatable story for parents, football fans, and followers of Taylor Swift.
The commercial features a father trying to engage his distracted teenage daughter in a football game, but she is more focused on her skincare routine using Cetaphil. Eventually, they bond over watching the game together, symbolizing a new way for dads and daughters to connect.
While not explicitly mentioning Taylor Swift, the ad subtly references her influence on fathers and daughters watching N.F.L. games together. The use of jerseys with numbers 13 and 89 hints at connections to Ms. Swift’s lucky number and birth year, creating a heartwarming moment between the father and daughter.
Social media users responded positively to the ad, relating it to their own experiences. However, there were claims that the idea for the ad was taken from a popular TikTok user, Sharon Mbabazi, who had a similar concept in one of her posts.
Cetaphil defended the ad as an original creation inspired by a trend of young women bonding with their fathers over football. The company stated they were working with influencers like Sharon Mbabazi to address the issue.
Other health and beauty companies also advertised during the Super Bowl, targeting the interest in Taylor Swift. Mary Scott, a strategic communications professor, noted that effective Super Bowl ads capture shared experiences, like the Cetaphil ad portraying the barrier of phones between parents and children.
Overall, the Cetaphil ad resonated with viewers by tapping into themes of family bonding and shared experiences, making it a standout moment in Super Bowl advertising.
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