Dads in the making – Baby Magic

A couplefew generations ago, Baby Magic debuted a revolutionary ad campaign, “For Every Lady In Waiting.” Featuring designer maternity wear and actual expectant mothers, today it’s remembered for both its sense of style and its courageous realism (in the 50’s, imagery of pregnant women was still very much not done).

To celebrate their 65th anniversary, Baby Magic asked Kickstand to revisit that same campaign. Our twist: a sight as unusual in modern infant care ads as baby bumps were in the 50’s: dads.

Side-by-side with the original 1958 images, and featuring four real-life dads-to-be, this is “Dads in the Making.”