I’m talking about mopping the floor. Vacuuming. Doing the laundry. Cleaning the bathroom. Scrubbing the dishes. Last I checked, it was the 21st Century with approximately 71 million women in the workforce and not a lot of free time on their hands to happily tackle household chores. But last I checked, brands like Swiffer, Downy and Whirlpool still show women as the primary keepers of clean in advertising.
Case in point:
Are we really expected to think that’s funny? It just makes me roll my eyes and yell “Boo!” at the TV (that is, when I actually have time to watch TV). How about presenting some equal opportunity tidying?
According to the United States Department of Labor with data from the Current Population Survey (as of 2006), 1,205,000 families with children under the age of 18 had a working mother and a stay-at-home father. I say, let’s see some of those Mr. Moms in action!
Or what about capitalizing on a character like Monk with OCD tendencies to prove the effectiveness of a cleaning product? Here’s another idea-put a product to the frat house test. Or show an eligible guy trying to impress a girl with his cleaning prowess. Those set-ups would actually get me to take notice instead of grumbling, “Ugh!” and rolling my eyes some more.
It’s the “modern day” June Cleaver portrayal that makes me yearn for the late Billy Mays and his roll-up-the-sleeves, hands-on demonstrations of Orange Glo and Oxi Clean. (I heard ya loud and clear, ultimate pitch man!)
I will say, I applaud brands like Dawn that are focusing more on environmental issues and how their products are positively contributing to a good cause.
Now I wish more ad people would join the cause…and help a mother out! Read full story »