An ad for Australian underwear label Bonds is uncovering the plight of new fathers everywhere: The "dad bod."
Depicting a group of friends in a circle, the video goes for a tongue-in-cheek gender reversal -- discussing post-baby bodies, celebrity dads like David Beckham, and the pressure to look good and feel great all while keeping yourself and your tiny human alive.
The ad, with its doleful piano accompaniment, could also be read as pretty insensitive to the way some women respond to the pressures they may face post-baby.
Bonds is a company with a history of making ads that play with masculine stereotypes, for better or worse. After all, their latest big menswear campaign starred a pair of balls.
Does the ad land four miles to the left of its satirical target? Well it does close out with a close-up crotch shot, so it's not exactly aiming high.
