Ariel: Finally?

I'm going to change it up a bit today from my usual high-tech talk and talk about the ad that everyone's talking about.

In this ‪#‎SharetheLoad‬ campaign, Ariel India, P&G, and BBDO Worldwide show how fathers and husbands can take small steps (like doing laundry) to create more equal homes.

It's so freaking sad that this is making news, but ok. (By the way, the campaign's been going on for about a year now)

Let's watch it.



My first thought was: If you're feeling so guilty, why don't you get off your butt RIGHT NOW and help your daughter so her family can see it?

But, ok, you're gonna "help" your wife do the laundry later.

Because, you know, it's "HELPING" her, not just DOING something. When you do household chores, you are HELPING your wife, just like you HELP her with the children...

I mean, it's not your JOB but you want to HELP.

Sorry, getting off the soapbox now.

But it did make me want to take a look at Ariel's previous work to see how they might have CONTRIBUTED to the problem themselves. How about if ARIEL says "We're sorry. We were a huge part of the problem with our ads full of stereotypes. We won't ever do that again."

First, I'd like to point out that almost all of the "laundry tips" videos on Ariel India's YouTube channel still feature a woman's hands.

Secondly, let's look at a couple of other Ariel ads. Not gonna review them, just going to let them speak for themselves:

Ariel, you're trying. Now let's make a real difference and simply show men doing laundry without fanfare, shall we?

Grade? B.