Hit refresh on your social media strategies. Head to Social Media Week in NYC this April 9–11 for campaign insights, content inspiration and new industry connections. Register before March 4 to save 20% on your pass.
Is it worthwhile to make an ad about dad bods way after that meme peaked?
Probably not, but that didn't stop Australian underwear brand Bonds from making a commercial where dads talk about the changes their bodies underwent after their kids were born—in a spot pegged to that country's upcoming Father's Day on Sept. 4.
The gender role reversal here, complete with discussing social pressures to maintain physical beauty and comparing their bodies to celebrities, is in keeping with Bonds theme of subverting masculinity.