In a new campaign from Canada for Pizza Hut, it seems a miracle has happened and guys are able to get pregnant.
The spots, by Toronto agency Grip, feature happy couples discussing their excitement about something that "20 years ago was unheard of" or the happiest of accidents, as the women pat the men's bumps. One guy is glowing as he tells how a stranger came up and congratulated him in the street.
The reveal is that the men's enlarged tummies are actually the result of Pizza Hut's Triple Treat Box. The campaign is being promoted on social media with the hashtag #pizzabump.
The idea reminds us a little of Fiber One's campaign from 2015, when a guy was also joyfully expecting. Perhaps it's a sign of the times, but we've certainly come a long way from 1970, when Saatchi's famous "pregnant man" campaign was created to highlight more serious issues.