Cetaphil's pre-Super Bowl ad received both praise and criticism for its portrayal of a father-daughter dynamic inspired by the relationship between Taylor Swift and football player Travis Kelce. The ad features a father trying to connect with his daughter through football and skincare, fostering a heartwarming moment. While many praised the ad for its relatability, some accused Cetaphil of stealing the concept. The company stated that the ad was original and based on a prevailing trend of young women bonding with their fathers over football. The ad didn't air nationally during the Super Bowl, but other health and beauty companies, capitalizing on Swift's influence, advertised during the game. Mary Scott, a strategic communications professor, highlighted the ad's resonance with the shared experience of parental disconnection due to technology, akin to ads reflecting the impact of the Covid-19 pandemic.