John Legend reprised his tune “Stinky Booty Duty” in an aww-inducing ad that aired during this month's Super Bowl.
The Pampers commercial features fathers on diaper duty and challenges stereotypical gender roles, showing that diaper-changing isn’t just mom’s job.
In the ad, Legend begins changing his 8-month-old son Miles’ diaper, only to call for “backup.” He turns to his daughter Luna, 2, who starred in the original “Stinky Booty Duty” ad last year — but she offers no help.
The camera then pans to a chorus of fathers carrying their babies, who chime in.
“Somebody’s got a stinky booty,” they sing.
“And Daddy’s gonna clean it up,” singer and father Adam Levine responds as he fastens a diaper.
The ad for Pampers, a Procter & Gamble brand, encourages parents to split child-rearing duties, traditionally considered “women’s work,” equally and help advance gender equality — and people are loving it.
People talked a lot about the Gillette ad’s fight against toxic masculinity but I just saw a Pampers ad featuring John Legend changing his daughter’s diaper while singing about her stinky butt and frankly I believe it deserves a Nobel Prize— Lux 🧜🏻♀️ Alptraum (@LuxAlptraum) January 28, 2019
My first favorite commercial of #SuperBowl Sunday is this adorable @Pampers video! Singing through diaper duty helps reduce the stress hormone cortisol in babies — and it’s good for dads (and moms) too! @johnlegend@adamlevine@chrissyteigenhttps://t.co/PJ31ZHnwNm— Arianna Huffington (@ariannahuff) February 3, 2019
I love how this normalizes affection and active parenting as a part of fatherhood. I am overwhelmed with joy. I didn’t have this growing up but I’m making sure my future kids will.— ⚖ (@JagunEsq) February 3, 2019
Legend has never given diaper duty a second thought and has naturally split duties equally with wife Chrissy Teigen since their kids were born.
“It has never been a thing where it’s like, ‘You have to do it or I have to do it’," he told People. "It’s like, ‘Okay, I have him right now and his diaper needs changing, I smell it, I’m going to change him.’ I’ve always been like that, and never felt any hesitancy to do it.”
Social media users have also responded by celebrating the men in their lives who are already taking active steps toward equal parenting.
Legend, who performed at the 2018 Global Citizen Festival in New York, is a proud feminist and has been a vocal advocate for gender equality and women’s rights. He has also championed criminal justice reform and has called on policymakers to end the cash bail system, which keeps people in jail before they are convicted of crimes simply because they can’t afford their bail.
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“I’m absolutely a feminist,” Legend said in a 2017 interview for the documentary series Makers.
"It doesn't cost us anything as men, for women to do well. We don't lose out because more women are empowered...more women are leaders. It just makes the world better,” he said.