Taylor Swift performs onstage during her Eras Tour at Estadio Más Monumental Antonio Vespucio Liberti on Nov. 9, 2023, in Buenos Aires, Distrito Federal.
A touching new commercial rolling out just in time for Super Bowl LVIII is making fans emotional as it pays tribute to the special bond between fathers and daughters.
Cetaphil, the skincare brand behind the commercial, gave a subtle nod to how pop star Taylor Swift has been credited with strengthening those father-daughter bonds throughout this NFL season by attending several Kansas City Chiefs games.
“To the daughters who love skincare, to the dads who love football,” an Instagram caption for the ad said. “We invite you to bond over the Big Game.”
The commercial shows the trajectory of a father and his young daughter connecting over a series of football games the ad suggests Swift is attending. While the daughter first appears uninterested in spending time with her dad, she becomes intrigued, as it’s revealed that “the most famous fan at the game” is in the stadium. The father later gifts his daughter a #13 jersey, a nod to Swift’s lucky number. The daughter then pulls the jersey on and joins her dad to watch a football game on the couch in their family home.
Right before the commercial ends, it focuses on a view of the father’s friendship bracelet-clad wrist. While his daughter wears friendship bracelets throughout in a nod to a popular trend among Swifties, the father’s participation at the ad’s conclusion shows how he is sharing in his daughter’s interests as much as she has come to share in his.
The commercial received a virtual round of applause on social media.
“This is the best Super Bowl commercial I’ve seen in YEARS,” one Instagram user wrote. “Thank you for showing girls that they matter.”
“Literally chills all over,” another person wrote before thanking Cetaphil for the “wholesome content.” Some people praised the brand for its “genius marketing,” while others shared they were “crying” and left in “a puddle” by the ad.
One Instagram user said the commercial struck a personal chord when they saw it. The commercial had them “sobbing” because “this is quite literally what happened with me & my dad.” The user explained they didn’t hate football but “never cared enough to pay attention.” That all changed when Swift showed up at NFL games last fall to cheer on her boyfriend, Chiefs tight end Travis Kelce.
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“[R]ooting for *taylor’s boyfriend,* has allowed my dad (who is already a swiftie) to teach me things about sports - but it’s so much more than that,” they wrote, adding, "it’s memories & time set aside, that i am going to cherish forever.”
Swift’s attendance at NFL games has been somewhat controversial, with some football fans frustrated at the attention focused on her relationship with Kelce. But others have praised her for expanding the game’s audience and giving fathers a new way to connect with their daughters.
Swift most recently attended the AFC Championship game in Baltimore, Md., on Jan. 28, to cheer for Kelce. The Chiefs’ victory at that game catapulted the team to Super Bowl LVIII, its fourth Super Bowl appearance in five years.
Swift is expected to travel from Tokyo, Japan, where she is scheduled to perform on Feb. 10, to Las Vegas in time for the Feb. 11 game at Allegiant Stadium so that she can attend in person.