Mcdonald's celebrates new masculinity

McDonald’s celebrates new masculinity

To celebrate Father’s Day Mcdonald’s Philippines launched a campaign wherein they portray fathers in a role that is normally reserved for mothers: the role of the caring, invested parent. Fathers are still often portrayed as „the less competent and supportive parents“, as we just learned from the analysis of popular tv shows. However, men are increasingly taking on more traditionally female roles. Stay-at-home fathers are becoming more common and men are spending more hours with their kids. Simply portraying a father in a mermaid suit with his daughter, on the way home from McDonald’s (?) might therefore resonate with a growing amount of men (and women) in today’s society.