Brand Tuning: Mullen Boosts Show On Sci-Fi

A parallel universe in which men give birth is the setup in a series of television spots now airing for the Sci-Fi Channel.
Created by Mullen, the 30- and 60-second commercials open with scenes from a hospital birthing room, with doctors shouting orders and nurses commanding, “Push!” The camera suddenly focuses on the red, strained, sweating face of the laboring parent–and it belongs to a man. As he holds his newborn child, his wife proudly leans over and congratulates him on a job well done.