While it seems like Mother’s Day just passed, brands are actively preparing for a virtual Father’s Day. And with a near-record $17 billion at stake for Father’s Day weekend 2020, marketers aren’t taking any chances.

As men reexamine their role in the home, brands reassess their portrayal in advertising. Today’s fathers want to be shown as cuddly caregivers who contribute just as much to parenting duties as the mother as the household.

And many forward-thinking brands have taken note of this.

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