New 'Share the load' spot blames the mothers

In a turnaround that it absolutely couldn't get away with if it hadn't already done the work it has done in the laundry category, P&G's Ariel has released a TVC in which a mom realises that women are partly to blame for men's lack of ability to complete basic household chores.

The protagonist's realisation—prompted by her daughter calling to say she's quitting her job to tend house for her chore-averse husband—is that she'd better get busy teaching her son to do his own damn laundry before he goes off and ruins the career aspirations of his future bride.

It's a worthy followup to the first and famous 'Share the load', in a which an older father somewhat miraculously realised the error of his slovenly, lazy ways. Now that Ariel has defined the issue and opened a lot of eyes, it has earned the right to get a little deeper into the issue—and even to address the role women play in it. 

Can you imagine if a brand were to make this ad without first making the earlier 'Share the load' spot? Ad Nut is now enjoying a daydream about the screed Ad Nut would write in that case. Let's just say that the hypothetical brand (and agency) would probably need some laundry detergent—because they would wet their pants in anguish after reading Ad Nut's scathing rant! [Insert evil laughter here]

CREDITS

Client: P&G
Agency: BBDO India
Chairman and chief creative officer: Josy Paul
Executive creative director: Hemant Shringy
Executive vice president: Atin Wahal
Sr. creative director - copy: Aarti Srinivasan
Sr. creative director - art: Balakrishna Gajelli
Copy supervisor: Karan Nair
Art supervisor: Vijay Kumar Vasala
Account management: Mitul Shah, Kayur Desai
Agency producer: KV Krishnam Raju
Production house: Offroad Films
Executive producer: Khalil Bachooali
Director: Gauri Shinde
Producer: Anirudh Sharma

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.