Never have I considered myself a softy. Emotional, yes. Passionate, yes. A softy? Look somewhere else, pal. The only thing soft here is my physique.

Kudos to State Farm and the creative team at DDB Chicago for extracting from me what my wife has apparently known all along. I’m a true softy. This is the first — time — ever — my eyes have welled up during a TV commercial. Perhaps it’s because I am a father of a precious two year old girl; perhaps it’s because the scene was perfectly recreated and mirrored my own experience; perhaps it’s because the director and production team opted for restraint instead of complexity. Whatever the reason, everything fell into place. Perfectly. When an event this important happens in your life, you don’t have to try to be creative, you just have to let the truth tell the story.

The truth well told is always more powerful than any possible fabrication. Well done.

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I hope you’re well.