“Othering” describes the differentiation of individuals from a norm. It extends beyond identities to social practices and use of space. Absolut challenges the norm that the pregnant woman is the “other” in relation to the dominant, strong and powerful man. Not only is this man pregnant, but he also appears less “posed” than the woman depicted in the ad. With an unshaven face and bags under his eyes, he looks ready to fall asleep. His hair is messy, his clothes don't match, he's not in good shape, and he's missing a button on his sweater. The man is posed in such a way that he holds himself in a pose typical of a pregnant woman. In this example, the man is "othered" in a humorous way to make a point in our heteronormative context.