Sorry, you need to enable JavaScript to visit this website.

Meet the Instadad

Meet the Instadad

His photos of his impish children have amassed 1.5k followers. Now he’s branching out into paid content. What could possibly go wrong?

His photos of his impish children have amassed 1.5k followers. Now he’s branching out into paid content. What could possibly go wrong?

Francesca Hornak | July 20th 2018

Phil, 34, aka @eachpeachpapa used to work full-time at a digital communications agency. He only got into being an Instaparent because his wife, Jess, started getting so many offers of sponsored content on @eachpeachpearmama – her kid-friendly, plant-based food vlog. When Jess signs a six-figure cookbook deal she no longer has time to look after Arlo, one, and Grey, three, so Phil goes part-time and takes the kids on his days off. Within weeks his shots of Arlo and Grey looking impish on painted floorboards have amassed 1.5k followers. #gamechanger #papasgotabrandnewchangingbag #whosthedaddy #whippedbypreschoolers #lovethesekids

Today he is making his first paid content video with Nailed It, a new infant toenail clipper. The brand wants him to rap “Gettin’ Clippy With It” while cutting Arlo and Grey’s nails. He then has to say, “Nail clipping is one of the blue jobs at our house, but it always gets left to that crazy last minute when you’re trying to leave the house. Now, we find Nailed It takes the stress out of man-icures.” Jess has decreed that the video be shot against the Topps Tiles Moroccan floor in the utility room (she’s obsessed with subscribers seeing they have a utility room).

It takes ages to get Arlo’s hair into an artificial bedhead, while Grey whines on repeat “Why are we wearing pyjamas? It’s not bedtime.” Once filming starts, Phil can’t seem to deliver the scripted line in a natural voice. The children grow increasingly irate, placated only by Phil’s illicit stash of Peperami. On the fifteenth take, Grey and Arlo’s nails now dangerously short, he accidentally nicks Arlo’s thumb. At this point, Phil’s own father, a retired financial advisor, turns up at their house unannounced – suggesting Phil book a babysitter so that they can play golf on Phil’s “day off”. Phil tries to explain why he’s filming himself by the washing machine, while Arlo is bleeding. His dad doesn’t need to say anything for Phil to see he is appalled. Phil quickly explains that he is actually paid to make the video. His dad looks even more aghast. #dadlife

Coming soon: the Playlist Curator