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Cool NFL dads do daughters' hair in heartwarming P&G Super Bowl ad

Alexander Coolidge
acoolidge@enquirer.com

Procter & Gamble's Pantene will air a 30-second commercial in select markets during the Super Bowl 50 this Sunday.

The ad, “I Got a Dad-Do," features Pittsburgh Steelers’ DeAngelo Williams, Dallas Cowboys’ Jason Witten and New Orleans Saints’ Benjamin Watson, giving their young daughters hair-dos. The feel-good spot furthers Pantene's "Strong is Beautiful" campaign, informing viewers that dads who spend time with their daughters are key to raising more self-confident women.

The ad features the three players separately fumbling to figure out their child's hair while their daughters patiently wait, but enjoy the attention. During the spot, Witten admits: "A Dad-Do comes from the heart – it's probably not a lot of style."

The ad will air in Cincinnati during the game and nationally throughout the weekend.

Besides the ad, Pantene is also releasing a series of four how-to videos featuring Watson, Williams and Witten styling their daughters’ hair. Their Dad-Dos include the ‘Curtain Call,’ the ‘Who Dad-Do,’ and the ‘Daddy and Angel Bug’s Magnificent Pigtails.’

Heartwarming Super Bowl commercials show NFL players doing their daughters' hair

Jodi Allen, vice president of P&G Hair Care & Color for North America, said in a news release that the message behind the ad and supplemental videos is to show dads how easy and fun it can be to spend quality time with their daughters by doing their hair.

“We know strength and self-esteem start by building confidence in girls at a young age,” Allen said. "The quality time spent with their daughters now will foster the next generation of strong and beautiful women.”

The Pantene ad is the second straight Super Bowl spot heavily emphasizing empowering young girls. Last year, the consumer products giant aired its lauded "Like A Girl" Always ad.

CBS officials have said the going price for a 30-second Super Bowl ad is $5 million, but the Pantene ad won't air nationally. P&G did not disclose how much it is spending for the spot.

Other recent Super Bowl P&G ads were an Old Spice ad in 2014 touting its line of hair care, a Tide detergent spot in 2013 and a Downy ad in 2012.