We’ve seen a spate of car commercials that target dads anxious about keeping their kids safe. A sentimental 2012 Volkswagen spot from the U.K. shows a dad caring for his daughter over the years until finally buying her a Polo as she goes off to college. (In the U.S., Volkswagen has also pitched its Jetta to safety-conscious young parents.) In a 2013 Subaru ad, a dad with a young daughter admits, “I’m overprotective”—and that’s why he chooses the brand.
Now, we have Subaru’s “Flat Tire,” in which a teen girl works to change a tire in the rain—a task assigned by her dad, as we learn when he comes over to say, “Told you you could do it,” as she finishes up. In voiceover he adds, “I want her to be safe, so I taught her what I could, and got her a Subaru.” And then there’s “Dad’s Sixth Sense,” one of two Super Bowl spots from Hyundai, in which a dad saves his son from myriad physical mishaps as the kid grows up, whether it’s nearly getting kicked by a kid on the swings or whacked by a bat meant for a piñata. Ultimately, however, it’s Hyundai’s auto emergency braking that saves the kid, now a teen driver who’s distracted by a pretty girl as he steers a Genesis down the block.
This type of pitch will connect with today’s worrywart parents (and stereotypically it’s the dad in charge of all things car-related), and the emotional component behind these messages layers a sweet tone onto the sell.