Pantene - Dad-Do / Strong is beautiful (2016) :30 (USA)

Pantene jumps on the Dadvertising bandwagon and get three famed football players to do their daughters hair in this super bowl commercial - DeAngelo Williams of the Pittsburgh Steelers, Jason Witten of the Dallas Cowboys and Benjamin Watson of the New Orleans Saints are "dad-do" creators of the day. Pantene makes hair products, hence the hair, but that's also why the super "Girls who spend quality time with their dads grow up to be stronger women" feels so pandering here. I spent quality time with my dad, before he passed at a too young age, mainly building computers in the 1970s garage on Saturdays (a.k.a moms day off). I would be the assistant passing the tools, all except the soldering iron which I wasn't allowed to touch and dad lit his cigarettes with. To this day it's my favourite tool and I hold it like a cigar just like he did. It's when DeAngelo Williams of the Pittsburgh Steelers tells his daughter that what she sees in the mirror is "strong is beautiful" that the ad hits all the wrong notes. The individual films of each player are miles better, this edit just lost all of the inherent charm and feels too ... what's the word I'm looking for... commercial.

Check out the (much better) full length Dad-do's here: #1 by NFL's DeAngelo Williams, #2 by NFL’s Benjamin Watson , #3 by NFL’s Jason Witten, and DeAngelo Williams again with his youngest daughter Reyna a.k.a princess adorbs

Ad agency: Grey

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