Whirlpool 'washes away' excuses for not doing laundry

Campaign by FCB Brasil addresses gender inequality in the household

Published On
Sep 23, 2021

Editor's Pick

Whirlpool is addressing gender inequality in household tasks in a new campaign from Brazil that literally "washes away" excuses for not doing the laundry.

The campaign for Whirlpool's local Brastemp appliance brand, by FCB Brasil, centers on typical excuses given by family members who don't do the laundry, such as “I never learned how to do it,” or “I was going to, but you beat me to it.” Some of the excuses have been printed on t-shirts sent to about 200 opinion leaders, including journalists and influencers. When the shirts are laundered, the excuses disappear to reveal the message “Household chores are everyone’s chores.” 

A TV spot, which is also running across digital media and apartment building elevators, shows a Bratemp washing machine washing away the excuses and transforming the t-shirts. A small number of shirts were also sold on an online pop-up store, enabling people to send them as a “gift” to a partner or significant other.

The campaign follows research that found that while 93% of Brazilian women are responsible for laundry, only 56% of their partners do the household task regularly. Women, moreover, spend an average of 21 hours per week on household chores. 

“Doing the laundry is everyone’s job; our society can no longer tolerate a gender-based division of tasks,” said Allyne Magnoli, marketing director at Whirlpool, in a statement.

"The information about how to do the laundry, or other household chores, is available to everyone,” added FCB Brasil executive creative director Marcelo Rizério. “Many say they don’t know how, and yet they routinely perform tasks that are much more complex. The excuses are so superficial, and so dirty, that we decided to literally wash them away.”

Washing machine

"I don't know how" t-shirt

"But does it have to be now" t-shirt

Credits

Date
Sep 23, 2021
Client :
Whirlpool
Agency :
FCB-Brasil
Client Services :
Elton Longhi
Client Services :
Thiago Iusim
Client Services :
Mayara Nunes
Client Services :
Samia Reiter
Client Services :
Letícia Hengles
Client Services :
Carolina Andrade
Planning :
Renata Dávila
Planning :
Bruna Rodriguez
Planning :
Marcella Huche
Planning :
Isabela Katayama
Media :
Fabio Freitas
Media :
Eliane Bernardino
Media :
Nicola Aguiar
Media :
Teresa Urbano
Media :
Tiago Santos
Media :
Robson Cruz
Creative :
Anna Martha
Creative :
Ana Becker
Creative :
Marcelo Rizerio
Creative :
Kaue Sá
Creative :
Lucas Buled
Creative :
Marta Carvalho
Creative :
Renata Reigota
Creative :
Thea Rodrigues
Creative :
Thiago Moralles
Creative :
Juscelino Vieira
Creative :
Liandra Monteiro
Production :
Fernanda Geraldini
Production :
Carolina Ferreira
Production :
Amanda Fonseca
Production :
Camila Galdêncio
Production :
Daniela Fonseca
Production :
João Albertini
B.I. :
Barbara Feitosa
B.I. :
Priscilla Olegario
Production Company :
Landia
Production Company :
M&A
Director :
Aline Lata
Managing Director & Ep :
Carolina Dantas
Managing Director & Ep :
Sebastian Hall
Executive Producer :
Valentina Baisch
Executive Producer Assistant :
Larissa Delfini
Production Coordinator :
Camilla Bastos
Production & Coordination Assistant :
Natália Petrechen
Production & Coordination Assistant :
Luciana Andrade
Production & Coordination Assistant :
Mari Prado
DOP :
Erico Toscano
Art Director :
Rafa Blass
1st AD :
Tati Klein
Production Director :
Andrea Beni
Location Production :
Tati Setton
Art Production :
Gisela Villalva
Art Assistant :
Mari Godone
Post-production Coordinator :
Elton Bronzeli
Post-Production :
Landia
Post-Production :
M&A
Copywriter :
Breithner Monteiro
Color Grading :
Marla Colour Grading
Sound Production Company :
Cabaret
Production :
Bruno Peras
Maestro :
Guilherme Azem
Mixing and Sound Editing :
Luiz Ortega
Mixing and Sound Editing :
Guilherme Azem
Client Services :
Ingrid Lopes
Client Services :
Flávia Caparelli
Client Services :
Barbara Russiano
Coordination :
Verusca Garcia
Coordination :
Chandra Lima
Coordination :
Carol Oliveira
Voiceover :
Michele Bittencourt
Director :
Flávio Santos
Product and Relationship Director :
Gustavo Almeida
Artistic Director :
Victor Godoy
Director of Operations and New Business :
Gabriel Lima
Client Services :
Viviane Costa
Influencer Marketing Specialist :
Georgia Murta
Client Approval :
Andrea Salgueiro
Client Approval :
Gustavo Ambar
Client Approval :
Allyne Magnoli
Client Approval :
Gabriel Silva
Client Approval :
Wendel Teixeira
Client Approval :
Stefany Saraiva

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