"Somebody" and the Super Bowl
If you watched the Super Bowl this year, you might have caught the Somebody ad—a powerful commercial that has stayed with me.1 Watching it, I found myself full-on crying as a group of children and their “grown-ups” stood together, boldly affirming their worth with the simple yet profound statement: "I am somebody." The message was so direct, so sincere, and so deeply connected to the values I hold as a parent practicing the RIE® approach.
At first glance, it might seem like a straightforward ad—uplifting, affirming, and proud—it’s for the NFL and the organizations they support, after all! But from where I sit as a parent and person who believes so much in nurturing children with respect, dignity, and autonomy, there was something so much deeper in the words spoken. The ad reminded me of the heart of RIE and Pikler®: treating children with the same respect, care, and presence that we give to any person. And it resonated with me on a personal level. It continues to bring tears to my eyes because it is a powerful affirmation of everything I strive for in my daily life as a parent, person, RIE Associate, and educator.
"I Am Somebody" – A Core Message of Respect and Worth
"I am somebody," is simple but carries so much weight. It’s not just a tagline. It’s a declaration of self-worth that we, as RIE and Pikler parents and caregivers, hold dear. From the moment our children are born, we see them as whole individuals, deserving of respect, attention, and validation.
In RIE and Pikler, we believe that children are not objects to be shaped or controlled but full human beings with their own voices, preferences, and rhythms. The message "I am somebody" is the essence of what we teach—our children are somebody, they are important, and they deserve to be treated with the same respect we would offer anyone.
Watching the ad, I couldn’t help but feel a deep connection to that message. It felt like a reminder of the values I work so hard to instill in my own children and the families I work with every day: that they matter simply because they exist. There’s something about hearing that affirmation in a space as mainstream as the Super Bowl—where children’s voices are often overlooked or ignored—that makes it even more impactful.
But it’s also necessary to acknowledge the deeper historical significance of this phrase. "I am somebody" was famously used by Rev. Jesse Jackson during the civil rights movement. It wasn’t just a slogan—it was a powerful demand for action, for recognition, and for justice. Jackson used this phrase to declare the dignity of Black Americans and to call for societal change. In this context, "I am somebody" was a rallying cry for equality, a declaration that every human life, regardless of race, background, or circumstance, deserves to be valued and respected.2
To see this phrase repurposed in the ad by children—especially in a moment when conversations around equality and respect are so vital—felt deeply meaningful. It reminded me that this message, even as a simple affirmation of self-worth, still carries that same demand for action, for recognition, and for respect that Rev. Jackson championed decades ago. The ad doesn’t just celebrate children as individuals—it calls us to act as caregivers, as a society, to honor their worth and dignity in real, meaningful ways.
Embracing Diversity and Individuality
As the children in the ad continue, they each repeat lines like, "My clothes are different. My face is different. My hair is different.” The message of individuality and diversity here is not just powerful—it’s essential. In RIE and Pikler, we celebrate differences and embrace the idea that each child is unique, deserving of their own space to be who they are without judgment.
We encourage families to allow their children to explore, move, and develop in their own way, at their own pace, without comparing them to others. This is a direct reflection of how I aim to raise my children: with the understanding that their differences make them special and that those differences should never be a source of shame, but of pride.
I want my own children and children everywhere to grow up knowing that their individuality is a gift. That their clothes, their faces, their hair—those things that make them who they are—should never be a reason for anyone to treat them as less than anybody else. This message, repeated so confidently and matter of fact by the children in the ad, serves as a beautiful reminder of how important it is to validate our children’s identity from the very start.
The Call for Respect, Protection, and Safety
"I must be respected. Protected. Never rejected." These words could not be more in line with my beliefs about how children should be treated! It’s not just about treating them with respect—it’s about offering them a sense of security and safety where they can explore and grow freely, without fear of rejection or harm.
In RIE and Pikler, respect is at the heart of every interaction. We don’t just give it when it’s convenient; we offer respect consistently. From how we respond to our children’s cues to how we set boundaries, respect isn’t optional—it’s a non-negotiable aspect of their well-being.
When these children in the ad assert their right to be protected and respected, it’s not just a statement of individual entitlement. It’s a universal call for all children to be treated as human beings worthy of safety, care, and love. And as I watched it, I felt like the ad was calling out for the world to hear this truth—to see children as people deserving of dignity, not just as dependents or "projects" to be managed.
A Collective Voice
Another thing that made this ad so moving for me was the way the children stood together, united in their affirmation. It wasn’t just one child proclaiming their worth; it was a group of children, representing all children, standing as a collective voice saying, "We are somebody."
As a parent, I know that raising children isn’t done in isolation. It takes a village, a community of people who recognize the worth of each child and are willing to nurture that worth every day. This collective voice in the ad reminded me that we are all in this together. When we support and uplift our children, we’re not just helping them; we’re creating a world where all children can thrive and be seen for the unique individuals they are.
A Message We Need to Hear
The Somebody ad brought me to tears because it’s everything I believe about parenting in one simple message: Children are people. They deserve respect. They deserve protection. They deserve to be seen for who they are, and they deserve to be celebrated for it.
It’s easy to get caught up in the chaos of parenting, in the day-to-day grind, and forget just how powerful the simple act of respecting a child can be. This ad was a beautiful reminder that, as RIE and Pikler parents and caregivers, we are doing the right thing by slowing down, by giving our children the time and space to be themselves, and by treating them as equals. We are raising children who are somebody—and that somebody matters.
This call for respect, dignity, and equality rings as true today as it did decades ago. For our children, and for all children, this isn’t just an affirmation—it’s a demand that the world see them, respect them, and treat them as the somebodies they truly are.
NFL. (2025). Somebody [Television commercial]. Philadelphia, PA: Telemundo https://www.dailymotion.com/video/x9dhmb8
00:00 All right, ready guys? You guys gotta be loud though, okay?
00:03 Let's go!
00:05 Okay, repeat after me.
00:07 I am somebody.
00:10 I may be young, but I am somebody.
00:15 I may be small, but I am somebody.
00:20 My clothes are different.
00:23 My face is different.
00:26 My hair is different.
00:28 But I am somebody.
00:31 I must be respected.
00:34 Protected.
00:36 Never rejected.
00:38 But I am somebody.
00:42 I am somebody.
00:44 I am somebody.
00:46 I am somebody.
00:48 I am somebody.
00:58 I am somebody.
NFL. (2025). Somebody [Television commercial]. Philadelphia, PA: Telemundo https://www.dailymotion.com/video/x9dhmb8
Brown, H.. (2025, February 9). The Super Bowl commercial that omits the history of “I am somebody”. Medium. https://medium.com/3streams/the-super-bowl-commercial-that-omits-the-history-of-i-am-somebody-3fcc38f14260
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