A father’s lesson

A father’s lesson

India – In the second part of its #ShareTheLoad campaign, Ariel India uses a father’s guilt to question gender norms.

Ariel #Sharetheload campaign by BBDO, India

India – In the second part of its #ShareTheLoad campaign, Ariel India uses a father’s guilt to question gender norms.

  • The first part of the campaign won a Glass Lion at Cannes in 2015, an award that honours work that challenges gender bias
  • The campaign contests the notion that doing the laundry is a woman’s job

The 2015 campaign highlighted how women in India have two jobs – in the office and in the home. Ariel collaborated with BBDO India to launch a his and hers laundry pack, as well as clothing wash labels with symbols showing that garments could be washed by men or women. For the next step in the campaign, BBDO used the Sad Dads tactic, showing a more nuanced approach to a father’s relationship with his grown-up daughter.

In the ad, the father watches his daughter as she juggles between being an employee, a mother and a wife. He writes a letter taking the blame for her assumption that she must take charge of the household chores, admitting that, like her husband, he never helped his own wife with domestic duties. As in the recent Biba ad for the Indian market, Ariel looks at traditional assumptions in Indian households to show how brands can be a leading force in promoting a conversation about cultural issues.

The Big Picture

Fathers are being portrayed as more complex characters in advertising. No longer presented as bumbling foils to mothers, they are well-rounded individuals with complexities of their own. For more, see our Sad Dads microtrend.

Discover More Daily Signals
Ulta Beauty opens UB Marketplace to 100 emerging brands

Daily Signals

Ulta Beauty opens UB Marketplace to 100 emerging brands

Ulta Beauty has launched UB Marketplace, a new online platform introducing more than 100 emerging beauty and wellness brands to its website and app...
Beauty : Retail : Ecommerce
Travel platform Curated Spaces is powered by trusted tastemakers

Daily Signals

Travel platform Curated Spaces is powered by trusted tastemakers

Travel start-up Curated Spaces has launched a booking platform that puts personal style, trusted recommendations and curated experiences at the hea...
Travel : Hospitality : Digital
Stat: Gen Z women are shaping a new liberal majority in the US

Daily Signals

Stat: Gen Z women are shaping a new liberal majority in the US

New polling highlights a sharp political gender gap within Gen Z, positioning young women as the most liberal demographic in the US, according to a...
Youth : Politics : Gen Z
Heineken transforms Seoul’s rooftops into social sanctuaries

Daily Signals

Heineken transforms Seoul’s rooftops into social sanctuaries

Heineken is transforming Seoul’s empty rooftops into vibrant social spaces as part of a new campaign combatting urban loneliness and removing barri...
Culture : Drink : Loneliness
Feeling introduces transdermal energy patch to combat daily fatigue

Daily Signals

Feeling introduces transdermal energy patch to combat daily fatigue

Manchester-based wellness brand Feeling has launched a transdermal energy patch designed to address persistent fatigue in individuals who maintain ...
Health : Wellness : Supplements
Stat: Gift cards become inflation-era solution for festive shoppers

Daily Signals

Stat: Gift cards become inflation-era solution for festive shoppers

As inflation continues to put pressure on spending, gift cards are set to dominate this year’s festive period in the US. According to Blackhaw...
Retail : Consumer Spending : Inflation
Yōjō harnesses vagus nerve technology for everyday wellbeing

Daily Signals

Yōjō harnesses vagus nerve technology for everyday wellbeing

Yōjō is a new wellness eco-system using non-invasive vagus nerve stimulation (nVNS), biofeedback and human coaching to help people calm their bodie...
Health : Wellness : Technology
OpenAI launches agentic AI shopping system

Daily Signals

OpenAI launches agentic AI shopping system

ChatGPT users in America can now shop directly within conversations through OpenAI’s new Instant Checkout feature, available to Pro, Plus and Free ...
Technology : Retail : Agentic AI
Stat: The running boom is powering New York’s economy

Daily Signals

Stat: The running boom is powering New York’s economy

Running is proving to be big business for New York, according to the latest Economic Impact Study from New York Road Runners (NYRR).
Sport : Health : Running
Vacheron Constantin’s La Quête du Temps stars in Louvre exhibition

Daily Signals

Vacheron Constantin’s La Quête du Temps stars in Louvre exhibition

Luxury Swiss watchmaker Vacheron Constantin has unveiled La Quête du Temps at the Louvre, a monumental automaton clock to celebrate the brand’s 270...
Luxury : Watches : Retail
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN