After the success of last year’s #ShareTheLoad campaign, the detergent brand from the house of P&G has launched a second film as part of its campaign. Aimed at involving the audience and to deliver the message,
#IsLaundryOnlyAWoman’sJob has become a talking point on Twitter with
most women applauding the brand’s initiative.
The advertising industry is seen trying
to create a difference, making an effort to get rid of gender
stereotypes, set in the back drop of a Father’s apology letter to his
daughter, the new ad film is asking why is laundry only a Mother’s job?
The idea behind the campaign is to create anawareness around the need
for men to share the load at home.
The campaign cracked the internet last
year and its second film is also going strong on various social media
platforms. Thus, when we conversed with Tejender Singh, Founder, Propus
Films & The Cult Riders, about his recent favourite ad film, no
surprise he mentioned Ariel #ShareTheLoad.
Which ad film grabbed your attention in the past few days and why?
Ariel # share the load, Father’s apology
letter is one advertisement that I have been waiting for. In your day
to day life you come across so many people who say women prefer dolls
over guns, pink over red and kitchen games over football.
This is the first advertisement, to my
notice, which elaborately explains why and how women are inculcated
since their birth, with the habit of playing home games and how it
influences their choices.
If given a chance, what changes would you like to make into it?
I would not want to change a single
frame or a single line in the advertisement. Although there is always a
scope for improvement but this particular idea to me appears perfect.
Did the advertisement make you want to buy the product?
The advertisement achieves a bigger goal. It creates respect for the brand.
Humour and Emotions, what works most in India?
I think in India, like everywhere, an
expression used appropriately, be it humour or emotion works. When used
just for the sake of it then however popular the expression might seem,
it will fail to connect.
What three things one should keep in mind while making an ad?
The three most important things are as follow objective, budget and the art of telling.
Please give your last word for this ad and rate the ad out of 10.
Anti-prejudicial and I would rate it 10 out of 10.
