Compelling New Ad Challenges Gender Stereotypes Within The Household
By Yoon Sann Wong, 25 Feb 2016
P&G’s laundry detergent brand Ariel returns with BBDO India for the latest addition under its campaign ‘#ShareTheLoad’.
The project, initiated back in 2015 with the spot ‘#IsLaundryOnlyAWomansJob?’, confronts typecasts of gender roles within the household.
This new spot focuses on working mothers who have to juggle both career and responsibilities at home. Instead of conforming to the traditional allocation of tasks, where women are responsible for chores such as the laundry, Ariel India encourages husband and wife to share the load and work as a team.
After all, doesn’t the home belong to the both of them?
Check out the spot with English subtitles below. To view the original ad, click here.
This is one of the most powerful videos I have ever seen – showing how stereotypes hurt all of us and are passed from generation to generation. When little girls and boys play house they model their parents' behavior; this doesn’t just impact their childhood games, it shapes their long-term dreams.In this #SharetheLoad campaign, Ariel India, P&G, and BBDO Worldwide show how fathers and husbands can take small steps (like doing laundry) to create more equal homes. They won a #GlassLion at the 2015 Cannes Lions International Festival of Creativity for earlier work on this campaign. The real win is the way they are changing stereotypes and showing that a more equal world would be a better world for all of us. Dads, #ShareTheLoad and #LeanInTogether for equality. Thank you Andrew Robertson, Marc Pritchard, Sonali Dhawan,Vidya Murthy, Sharat Verma, Shailesh Jejurikar, Josy Paul, and Mohammed Ismail.Posted by Sheryl Sandberg on Wednesday, February 24, 2016
[via ET BrandEquity, video by Ariel India via Sheryl Sandberg]
More related news