P&G's Fairy Enters Household Chores Debate, Asking 'How Fair Is Your Home?'

Brand Changes Labels on Bottles to 'Fair' in Facebook Ad

Published On
Mar 09, 2016

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Last month, a spot for P&G brand Ariel from India went viral with Share the Load, a thought-provoking ad which posed the question of whether it's right that a woman does all the household chores. Now, another P&G brand, U.K. washing-up liquid Fairy, is diving into the same debate with a film it posed yesterday on its Facebook page.

The docu-style video, created by Grey London, interviews kids about why women do more housework, and then asks a series of couples who does more cleaning in the partnership -- it's pretty obvious that the men are the ones least pulling their weight. They're then given special bottles of Fairy with the labels printed as "Fair" instead (these were produced only for the ad, are not commercially available). The couples are encouraged to use the bottle in their home to remind themselves to share the dishes more equally.

The video also includes an interview with actress Amanda Abbington, who stars in "Sherlock" and is also known for her marriage to Martin Freeman, although Freeman doesn't appear in the film. It ends by asking "how fair is your home?" and asking people to join the discussion online.


Mar 09, 2016
Brand :
Client :
Agency :
Chief Creative Officer :
Nils Leonard
Executive Creative Director/Production :
Dom Goldman
Creative Director :
Gary McNaulty
Creative Director :
Paul Moran
Creative Director :
Andy Lockley
Creative Team :
Alex Tizard
Creative Team :
Jonathan Rands
Account Team :
Gaby Cooper
Account Team :
Sarah Quinn
Account Team :
Sophie Fletcher
Agency Producer :
Shaun O'Dwyer
Creative Producer :
Shaun Musgrove
Production Company :
Just So
Director :
Lucy Bridger
Producer :
Jeannette Sutton
Editorial :
Just So

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