Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.
At No. 1 in TV/Film, this moving story from detergent brand Ariel and BBDO India showed how a simple household product ad could make a powerful social statement, across generations. It was an equally impactful follow-up to the company's Glass Lion-winning effort from last year.
At Cannes last year, an Ariel India campaign from BBDO India that started a debate about whether it's a woman's role to do household chores won a Glass Lion, the inaugural category that highlights gender issues. Now, a second ad from the P&G brand's "#Share the Load" campaign addresses the issue again, in a thought-provoking and heartwarming film.
The powerful spot is narrated from the point of view of a father, writing to his adult daughter with whom he has just been staying. When she comes home from work, his daughter multi-tasks in a way that many women will recognize, dealing simultaneously with her son's homework, mess and laundry as she fields office problems. Dad guiltily notes that she's doing it all alone while her husband sits there without lifting a finger (she even passes him a cup of coffee as he sits there on his laptop watching TV).
Rather than blaming the husband, her father blames himself, because he treated her mom the same way -- and so, he assumes, did her husband's father. He also blames himself for not stopping her playing house when she was young to tell her that it wouldn't be her role alone to do housework -- thus perpetuating traditional roles. So, when he returns home he takes it upon himself to do his own laundry.
The spot, which is running on YouTube and Facebook, has already gone viral in India -- but, with its unusual angle and contemporary look, set in a modern, urban Indian household, the newly-posted English version looks set to gain a worldwide audience.