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.