America’s 49th Super Bowl, to be held this weekend, will bombard over 100 million televisions viewers with positive messages about fatherhood.

Super Bowl Sunday consistently produces the largest TV audience of the year in America and the competition amongst advertisers to create the most memorable commercial has become part of the annual tradition.

This year, for the first time, advertisers are not just fighting to create the best ad, but also to create the most father-friendly campaign. For an insight into the rapidly changing nature of advertising to dads in America. According to Jack Neff of Ad Age, adverts have often ignored dads or portrayed them as “a dolt, but not at this year’s Super Bowl.

During Super Bowl XLIX (that’s 49 if you don’t read Roman numerals), at least three major advertisers will run adverts promoting positive portrayals of fatherhood. They are:

Nissan #WithDad Campaign

Nissan’s #WithDad campaign features a series of seven teaser videos from popular YouTube broadcasters ahead of its main advert which will be revealed during the game. The teasers include this “crazy plastic ball prank” from Roman Antwood:

http://youtu.be/8yEgN3yj6xY

Nissan says: “We recognise the difficult task of balancing work and family life. That’s why of #WithDad campaign brings this very real struggle to life. #WithDad is a celebration of and inspiration for dads who find innovative and exciting ways to make life better for their kids and families.”

Toyota #OneBoldChoice Campaign

Toyota’s “One Bold Choice Leads to Another” campaign will feature both famous dads and everyday fathers who they say have made “bold, lasting contributions to the their families”. This trailer for the #OneBoldChoice campaign, called “To Be A Dad”, stars a number of American football players:

http://youtu.be/PZ-Yiuc9sOQ

Dove Men+Care #RealStrength

Dove’s #RealStrength advert shows kids of all ages calling on their father in a montage of emotional moments that capture some of the key stages n the fatherhood journey:

http://youtu.be/QoqWo3SJ73c

Dove says: “Ninety per cent of men around the world say that their caring side is part of their masculinity and strength. Let’s acknowledge the caring side of men and celebrate their #RealStrength as a true sign of masculinity.”

---Photo: Flickr/Jeepers Media

In the run up to launch of the film Down Dog on 14 February, insideMAN is running a series of articles about fatherhood and we'd love you to get involved. You can join the conversation on twitter by using the hashtag #MenBehavingDADly; leave a comment in the section below or email us with your thoughts and ideas for articles to insideMANeditor@gmail.com.

For more information about the film see www.downdogfilm.com

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