We’re used to seeing images of bright, pregnant moms as they kindly look at their expanding bellies, but a German beer ad turns this idea on its head. Bergedorfer Bier switches the genders, taking the same pose and instead highlighting underwear-clad men cradling bulging tummies of their own.
The delicate, dewy images were created by German advertising firm Jung von Matt. With the motto “Brewed with love” as its conceptual origin point, these happy men visually represent the intimate moment that mothers-to-be know so well. After all, as this ad amusingly conveys, this is the closest they’ll get to an expanding belly.