Nothing draws an audience quite like the Super Bowl. In 2015, around three-quarters of US adults planned to tune in for the big game, including 83% of men. Capitalising on this sizeable, predominantly male audience, Pantene’s 2016 Super Bowl spot was just for them – and, more specifically, for dads.

The number of men becoming ‘mannies’ in the UK doubled between 2009 and 2016, but at just 3.1%, that still leaves professional male child carers in the minority. Hoping to change that is Manny and Me – an agency that provides mannies who double up as tutors and sports coaches.

The role of dad has changed from breadwinning head of the family to friend, protector, role model, teacher, and carer, and there's now a record number of single dads. But while 75% of dads are responsible for their kids’ well-being, why do only 20% see that reflected in media?

Shifting gender norms are making more space for men in the child-rearing process, and fathers want to play an equal part in their kids’ upbringing. But with dads now bearing the brunt of resistance from workplaces, a new generation of parents is looking for representation that suits modern fatherhood.