Ariel's latest gender equality effort urges Brazilian couples to share household chores

Campaign from Publicis follows previous work including 'Share the load'

Published On
Aug 13, 2019

Editor's Pick

P&G's Ariel continues its mission to make household chores more gender equal, this time with an ad aimed at the Brazilian market.

Created out of Publicis Brazil and directed by Juliana Curi via Fauna, the spot, titled “#Sharing Makes Us Better,” contrasts imagery of young couples sharing tender moments in bed and at the dinner table with close-up shots of women left to wash sheets and clean plates on their own. A statistic flashes on the screen, “70 percent of couples don’t share any household chores.” Afterwards, we see vignettes of men assisting their partners in the laundromat and hanging clothes to dry on the line. It ends with the line “All men, all women, all of us.” 

Ariel's work in this area has won plaudits in the past -- particularly its "Share the load" campaign by BBDO India which won a Glass Lion at Cannes in 2015. The brand's newest campaign comes as other brands are tackling the issue of gender equality in chores in Latin America -- including Clorox in Argentina


Aug 13, 2019
Client :
Agency :
Chief Creative Officer :
Domenico Massareto
Executive Creative Director :
Gustavo Victorino
Creative Director :
Luis Figueiredo
Associate Creative Director :
Leandro Hermann
Copywriter :
Giovani Baggio
Art Director :
Rodrigo Panachão
Art Director :
Carolina Marques
Account :
Flavia Cortes
Account :
Maria Fernanda Laudisio
Account :
Giuliana Macedo
Account :
Andrea Carneiro
Account :
Kamila Miyazato
Account :
Gabriela João
Account :
Mayara Mascimento
Planner :
Silvia Mello
Planner :
Ileana Millan
Media :
Garcieli Beraldi
Media :
Gabriela Nose
Media :
Tais Frasson
Media :
Vitor Lopes
Producer :
Michele Pavao
Producer :
Barbara Emery
Production Company :
Director :
Juliana Curi
Patrick Petry
Executive Producer :
Tize Novaes
Production :
Melinha Lobo
Editor :
Dani Guimarães
Director of Photography :
Fernando Bertolucii
Production Design :
Ana Henriques
Post Production :
Rafael Malavasi
Post Production :
Raphael Bonato
Motion :
Rafael Fernandes
Color Grading :
Psycho n’Look
Music :
Fabio Smeili + Lua Nova

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