The super bowl this year was one for the record books. People watch the super bowl for a variety of reasons – some for the game, others for the commercials, and some for the half time show. The super bowl has become such a huge event in America it is practically a national holiday. As I was watching the game something stuck out to me about the commercials this year. It seemed like many of the commercials strongly featured Dads. A few different companies this year decided to market their products by featuring prominently fathers. It was nice to appear to the sentimentality and bring father’s in the focus, but why?
No matter how great the commercial is, the aim is not to pull on your heart strings but to sell you a product. These companies don’t spend millions of dollars to just give you warm fuzzies. We live in a marketing world. We are always being sold something, and often marketers know our culture and know what makes us tick better than anyone. And this year, for Super Bowl 49, Dads were the focus of the commercials. Watch some of these commercials in case you missed them.
Isn’t this strange? In a day and age where many are arguing to eliminate gender stereotypes and where Father’s living in the home is a relic of the past, these marketers decided they could best sell their products by bringing fathers to our attention. While the marriage between a man and a woman is being redefined in our culture into a genderless union and while the home has been shattered by divorce, these marketers feature loving, gentle, and present fathers.
There is a crisis of fatherhood in America. The traditional family of Dad, Mom, and children seems to be rapidly fading. Many men ignore, run away from, or deny any responsibility they have when it comes to their children. Rather than rising to be worthy of the title husband and father many men are content with the title “baby daddy”. Men refuse to fight for their marriages and for their families and cowardly run from difficulty indulging every selfish pleasure their hearts crave.
But that’s not the picture these advertisers presented to us at the super bowl. These advertisers know us better than we think. They know that there is something hard wired into humanity that longs to be loved by a father. We long to experience the warm protective, self-denying, embrace of dad. The picture of Dad they presented to us is the ideal we crave, but not this is not the reality for many of us.
Children need Fathers. Despite arguments trying to minimize the father in the family, marketers know what many deny – we long for a Father. These super bowl commercials point to the great challenge of Christian men to be father’s who sacrifice, love, protect, and provide for our children. We need Christian men who can demonstrate in word and deed the love of God the Father to our children. Every human being longs for this. Though our earthly fathers may fail us, we must always point people to the Father who never does. We must point them to the Father who displays his lavish love for us by purchasing our redemption. America has a hole and a desperate longing for fatherly love. The marketers know this. Does the church?