The wording is a bit confusing (is Dad talking about himself?), but that's the least of the curiosities in this 1969 ad for Oneida:
Once again, Madison Avenue attempts to engage the counterculture
, with the awkwardness
typical of the time. Here, the beau with the neatly trimmed beard seems neither beatnik nor hippie. In fact, his facial hair seems almost professorial; it's the Beatlesque mop atop his head that would seem more likely to raise Dad's hackles.
But while the copy insists "what a groovy guy he is," the kid seems more like a budding member of The Establishment than a Timothy Leary
That he was captain of the soccer team for three years straight and worked on the Cultural Center Committee.
So in the end, it's not a plea for understanding of the younger generation, it's just another reinforcement of the values of the older generation, dressed up in a "can't judge a book by its cover" homily.
And if Dad is such a traditionalist that he was put off by young men who didn't shave, you can imagine how he felt about seeing a young woman who did, four years earlier: