Dads #ShareTheLoad
Ariel (P&G India)2016
Dads #ShareTheLoad is a 2016 online film for Ariel, created by BBDO India, Mumbai.
The line
#ShareTheLoad
Why it works
Released by Ariel India in February 2016, this two-minute film watches a father visit his married daughter and see her handle cooking, her child and the household chores while her husband watches television. In voiceover he writes her an apology for the example he set, then goes home and starts doing the laundry with his own wife as the screen asks why laundry is only a mother's job. BBDO India's sequel to the 2015 'Share the Load' launch moved the argument from how unequal Indian homes are to how that inequality is learned and passed on. It is studied as a purpose campaign that also sold product. Sheryl Sandberg shared it as one of the most powerful videos she had ever seen; it won five Cannes Lions in 2016, including a Gold Glass Lion; and the WARC 100 named Share the Load the world's top-ranked campaign of 2017, reporting that Ariel's value and volume sales more than doubled.
Techniques
- Purpose and cause A detergent brand challenges the idea that laundry is only a mother's job, arguing that household inequality is learned and passed on.
- Pathos A father's voiceover apology to his married daughter for the example he set turns the issue into a moment of tender regret.
- Storytelling The film follows a father who watches his daughter juggle everything, writes to her, then goes home and starts doing the laundry himself.
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