When an commercial for Cetaphil lotion was launched on-line days earlier than the Tremendous Bowl, it drew rave evaluations for a story that evoked a well-known story for fogeys, soccer followers and followers of Taylor Swift.
Within the industrial, a father unsuccessfully tries to curiosity his teenage daughter, who’s distracted by one thing on her cellphone, in a soccer recreation. She goes to her bed room to finish her skin-care routine — utilizing Cetaphil on her face. She then walks downstairs to see her father watching a soccer recreation whereas sporting a white jersey bearing the No. 89. The announcer might be heard saying, “Properly of us, there she is, essentially the most well-known fan on the recreation,” drawing a smile from the daughter.
The daddy, sensing a chance, later walks into her room with a purple No. 13 jersey for her and jokingly applies cream to his face earlier than imploring her to return and watch the sport. She goes downstairs, lays her cellphone on the espresso desk and curls up subsequent to her father. The advert ends with them sporting their jerseys on the sofa and laughing. An on-screen message reads, “This season, dads and daughters discovered a brand new strategy to join.”
Although it doesn’t straight point out Taylor Swift, the advert is a nod to how the music celebrity’s relationship with the Kansas Metropolis tight finish Travis Kelce was mentioned to have gotten extra fathers and daughters watching N.F.L. video games collectively this season. The No. 13 and No. 89 jerseys had been implicit references to Ms. Swift’s “fortunate quantity,” 13, and her (and Mr. Kelce’s) start yr, 1989. And the daddy within the advert wore friendship bracelets, as do a lot of Ms. Swift’s followers.
Customers on social media reacted positively to the advert, drawing connections to their very own lives. One TikTok consumer who posted the advert said it “has me in tears.” On X, fan accounts for Ms. Swift lauded the industrial, and one consumer said, “because the daughter of a soccer coach and a die-hard Swiftie, I like this.”
However on Friday evening, a lady who has a preferred TikTok account, Sharon Mbabazi, mentioned the corporate had stolen the concept for the advert from her. On her social media accounts, she shared a TikTok submit from September through which she is doing her make-up when her stepfather walks in and tells her about Mr. Kelce’s surge in Instagram followers, jersey gross sales and recognition since his relationship with Ms. Swift turned public.
The submit, whose caption reads, “My stepdad has been updating me on Taylor and Travis every single day since Sunday,” had 2.7 million views as of Sunday afternoon. (It’s one in all a number of she has posted involving her, soccer and her stepfather.) He joins Ms. Mbabazi in making use of lotion to his face, all whereas offering updates on Kansas Metropolis’s efficiency or just letting her know when the Chiefs had been taking part in — and to prepare to observe the sport collectively. Ms. Mbabazi didn’t reply to a request for remark.
In an announcement on Sunday, Cetaphil mentioned the advert was “an authentic creation” that was “impressed by a novel development this yr through which quite a few younger girls and ladies have been bonding with their fathers over soccer and posting about it on their social channels.” The corporate added that, after speaking with Ms. Mbabazi, it was “working with Sharon and different influencers like her,” although it didn’t specify what that meant.
Different well being and sweetness corporations, which regularly give attention to girls of their advertising and marketing, maybe hoping to learn from the interest in Ms. Swift, marketed in the course of the Tremendous Bowl on Sunday evening, together with E.L.F. cosmetics, NYX Make-up and Dove. (The Cetaphil advert was not scheduled to air nationally in the course of the recreation.)
Mary Scott, a professor of strategic communications at Montclair State College, mentioned Tremendous Bowl advertisements had been best once they captured a sense or second the nation as an entire had lately skilled. Much more than the Swift impact, Ms. Scott mentioned, the depiction of telephones as a barrier between dad and mom and their youngsters is one thing many dad and mom may relate to.
She likened the Cetaphil industrial to these from the 2021 Tremendous Bowl that alluded to Individuals’ shared experiences of the Covid-19 pandemic.
“They’ve minimize into a distinct actuality,” Ms. Scott mentioned, referring to the Cetaphil advert. “They simply went deeper.”