Don't know if I've got the wrong end of the stick with this ad, but have seen it a few times now and it still grates on me. It basically seems to show a load of cleaning products and end with the strapline "procter and gamble - proud sponsor of mums". I find the whole concept of mums being sponsored by cleaning products very belittling. Surely everyone has to clean! Why can't they be sponsoring men!!!! (I would even accept families). I did put in a complaint to the ASA. Please tell me if I'm way over the top with this but it has been irritating me fir sone time now.
I find it irritating aswell. They did a mother's day ad (well, it ran over mother's day) which started off the 'proud sponsors of mums' shit, they didn't show a proper picture, just parts of a body It annoys me, men can clean and wash up as well.
I was just ranting about this last night to DH as we watched something I'd recorded around the time of mothers' day. Their tactic seems to be to imbue women's full time or 'second shift' domestic work with a kind of cheap sentimentality / traditionalism and then conceptually align it with their brand. It winds me up even more than "that's why mums go to Iceland!".
Yeah thinking about it shouldn't have singled out this ad as I'm sure that a large proportion of ads are sexist twaddle. Not sure why the P&G ad really piqued me.. Maybe it was because DH had changed channel to watch Rambo 4 thus forcing me to watch the ad..