Snapchat is making a bid for your parents, missing the entire point of Snapchat

Snapchat aired its first-ever TV ad this past weekend during the NCAA’s Final Four, and it appears to have set its sights on a new audience: your parents. The ad bills Snapchat as “a camera, where how you feel matters more than how you look,” while painting it as an easy way to take photos of messy babies and put dog ears on grandma.

But by framing itself as another milquetoast social app designed for flaunting idyllic vacations and family reunions, the ad completely ignores what makes Snapchat appealing in the first place. Those highly curated shots are already going up on Instagram Stories. Snapchat is the place where you trade dumb jokes with your friends, non-essential thoughts, or show off the trashy nights you don’t want preserved…

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