This weekend my husband went with a friend to "watch rich men drive expensive cars around a track"  (his words, not mine) at the Daytona Speedway.  He had a good time--especially at the driving experience where he got to ride in the expensive car with the rich driver around a track for a few turns.  I was happy to see him having fun. And it gave my daughter and I an excuse to do some shopping for her room.  We all know his heart is with his family, where he usually spends most of his time (and money).  It is where his treasure is.

Watching the VISA ads for their "Fan for Life" campaign, and the contest to win tickets to the big event for the rest of your life, makes me wonder what happened to the brand that last year told me that it's okay to go to the Aquarium on Tuesday with my daughter, or to try a new recipe or share a meal with a needy person.  Now, I get that brands have to change things up every now and then.  But seriously, do they really think that as a woman I am going to be excited about supporting a brand that encourages people to spend their life (and their money) chasing experiences that have no redeeming value beyond the moment.  And to keep repeating that moment over and over and over again, at the expense of other moments that will never be repeated?  Missing births and weddings just to see a game?  Are you serious?

Look, I'm all about having passion for things in life and pursuing that passion with great gusto.  I believe men, women and children need time to pursue their interests apart from each other AND together.  I even get a little bit excited about the "big game" myself.  Its part of our culture.  And for me, my career.  But nothing...no event, no brand, no experience...is worth more than investing time, money and energy in my family consistently.  Now that's something to get really excited about.

Are you investing in treasure that lasts?  Or shiny things that simply tarnish?  Will you make Super Bowl Sunday a family event or are you going to be a football widow?