Strength, masculinity and maybe even absence are some of the traits that Society tends to ascribe to both Black American and African fathers. There’s a hidden notion that women are the ones to ‘nurture’ and care for the child as that’s not “the father’s job”. So imagine my surprise when I saw that the new Shea Moisture ad was actively altering the narrative and boy, is it beautiful!
The brand teamed up with some really successful, masculine black fathers ahead of Father’s Day which is next Sunday, 17th June, to showcase the special relationship these dads have with their sons. The campaign entitled: #MyDadSmiles was a winner for us! Not only did it depict black dads in a new light, it made it look so seamless for the macho dad to be a doting one too.
See some of the brand’s campaign photos below:
Watch some of the adorable campaign videos here.
Photo Credit: Shea Moisture
