What Verizon's Emotional Ad Says About Evolving Masculinity

One of the trends I have been paying close attention to is the evolution of masculinity, and this Verizon ad is a perfect demonstration of one aspect of the shift. In the ad, a man writes an emotional message to his father about Thanksgiving.

It has all the hallmarks of being a big hit. A relatable message, a timely tie-in to a holiday (the ad will debut during the Macy's Thanksgiving Day Parade) and a well crafted brand tagline for Verizon that fits perfectly into the story of the ad: "You find the words. We'll make sure they get there."

What I love most about this is that the underlying story features something that we hardly ever used to see in advertising ... a man willing to be vulnerable and open with his feelings. This is not another ad featuring a "doofus dad" who is just a bumbling domestic idiot. It is also not about a "manly guy" who spends most of his time chasing women and high-fiving other guys. This is a new type of man, and one that I suspect we will see far more examples of in the coming year.