Posted by Editormum on 7 February 2011 in
News Commentary |
∞
I don’t usually comment on commercials … commercials are, in general, either annoying interruptions or moments to take what my pilot friends call “bio-breaks.” I generally see practically no value in commercials.
BUT.
The Volkswagen 2011 Super Bowl commercial made me smile. Not just because I’ve both been and had the little kid desperately trying to channel “the Force” to make stuff do something. Yes, the nostalgic note is there. But it’s not why I like this commercial.
I like this commercial because FINALLY we have an engaged, loving, compassionate FATHER on the television. A man who acts like a grown-up. A man who KNOWS his kid and meets the kid’s needs — even the “silly” ones.
Here’s this kid, dejected because he can’t channel the Force. Frustrated because even the DOG won’t play along with him. (And I could say something about the mom and her “oh, brother” look … but I won’t. No one’s going to get EVERYTHING right.)
And here comes his dad, pulling into the driveway. The child comes running out the front door, and dad holds out his arms for a big welcome home hug … but gets pushed out of the way as his little boy goes to try the Force on one last target.
Does dad throw a fit? Does he get mad and ream out the kid for his lack of love, respect, gratefulness, whatever? Does he tell him to come along inside and leave the car alone? To stop being silly?
No. Dad is smart enough to catch on to the game — and his son’s mood — even though he hasn’t seen the boy’s day-long exercise in frustration and disappointment. He plays along with his kid! Dad goes inside, looks out the window, and clicks the remote starter on the car … giving his son the thrill of a lifetime as “the Force” works for him!
Now, I can hear those making the case that the dad “lied” to his kid. That the dad should have explained that the Force is fantasy. Yada yada yada.
This dad met his son’s need. He “played along” with his son’s game. And showed love for his child. I applaud it. I’ve written before about my concern over the amount of disrespect that men get from the media. I’m glad when I see commercials like this one, which depict a father who is intelligent, responsible, caring, and engaged with his kid.
I also applaud the accompanying nod to traditional family values. This man is married to his child’s mother. He is clearly the breadwinner and providing well for his family. His wife is clearly taking care of her son and making a home — and she’s wearing a wedding ring. She’s also wearing reasonable everyday clothes. The parents clearly have a close enough relationship that the husband can communicate with his wife with just a lifted eyebrow and a half-smile.
Bravo — and thank you — to VW and their ad team for a job well done.
Tags: advertising, child-rearing, children, Family Life, news, parenting
Why I Like the Volkswagen Super Bowl Commercial
I don’t usually comment on commercials … commercials are, in general, either annoying interruptions or moments to take what my pilot friends call “bio-breaks.” I generally see practically no value in commercials.
BUT.
The Volkswagen 2011 Super Bowl commercial made me smile. Not just because I’ve both been and had the little kid desperately trying to channel “the Force” to make stuff do something. Yes, the nostalgic note is there. But it’s not why I like this commercial.
I like this commercial because FINALLY we have an engaged, loving, compassionate FATHER on the television. A man who acts like a grown-up. A man who KNOWS his kid and meets the kid’s needs — even the “silly” ones.
Here’s this kid, dejected because he can’t channel the Force. Frustrated because even the DOG won’t play along with him. (And I could say something about the mom and her “oh, brother” look … but I won’t. No one’s going to get EVERYTHING right.)
And here comes his dad, pulling into the driveway. The child comes running out the front door, and dad holds out his arms for a big welcome home hug … but gets pushed out of the way as his little boy goes to try the Force on one last target.
Does dad throw a fit? Does he get mad and ream out the kid for his lack of love, respect, gratefulness, whatever? Does he tell him to come along inside and leave the car alone? To stop being silly?
No. Dad is smart enough to catch on to the game — and his son’s mood — even though he hasn’t seen the boy’s day-long exercise in frustration and disappointment. He plays along with his kid! Dad goes inside, looks out the window, and clicks the remote starter on the car … giving his son the thrill of a lifetime as “the Force” works for him!
Now, I can hear those making the case that the dad “lied” to his kid. That the dad should have explained that the Force is fantasy. Yada yada yada.
This dad met his son’s need. He “played along” with his son’s game. And showed love for his child. I applaud it. I’ve written before about my concern over the amount of disrespect that men get from the media. I’m glad when I see commercials like this one, which depict a father who is intelligent, responsible, caring, and engaged with his kid.
I also applaud the accompanying nod to traditional family values. This man is married to his child’s mother. He is clearly the breadwinner and providing well for his family. His wife is clearly taking care of her son and making a home — and she’s wearing a wedding ring. She’s also wearing reasonable everyday clothes. The parents clearly have a close enough relationship that the husband can communicate with his wife with just a lifted eyebrow and a half-smile.
Bravo — and thank you — to VW and their ad team for a job well done.
Tags: advertising, child-rearing, children, Family Life, news, parenting