Consumer expectations regarding the creation of the world depicted in advertising are constantly evolving. In response to these needs, relatively new trends in marketing communication, such as femvertising and menvertising, which oppose gender stereotypes, are emerging. The main goal of this paper is to explore how Polish consumers aged 23–34 perceive the unconventional portrayal of parenthood depicted in femvertisements and menvertisements. The study was conducted in the form of three focused group interviews in March and April 2023. Participants were individuals who have children or intend to have them in the future – eight women and seven men. The study provided insights into participants' opinions on the portrayal of motherhood and fatherhood in femvertising and menvertising, as well as allowed identifying categories influencing attitudes towards such advertisements. Furthermore, it revealed a range of emotions evoked by them.