Ariel’s award-winning “Share the Load” campaign is back with the fifth edition as the brand says there is still work to be done regarding gender equality noting that “It’s 2022, and yet 83% of women feel that men don’t see women as equal.”
To address this issue, over the last 7 years, Ariel India has sought to spark conversations around the unequal division of domestic chores within households and urging more and more men to #ShareTheLoad. In the spirit of keeping this conversation going and furthering the cause of equality within households, Ariel launched the #SeeEqual film, to inaugurate the 5th edition of ShareTheLoad.
This iteration, laid out in a three-minute film, raises the question – “if men can share the load equally with other men, why are they not doing it with their wives?”
The film focuses on a woman, who visits the new neighbors with her husband. Looking at the two men go about their morning tasks while contributing equally – which she points out to her husband. But he misses the point entirely. Check it out:
According to Ariel: “The film is fully reflective of the reality of today’s times. On one hand, the woman refuses to accept inequality in her marriage, and on the other, it depicts what men are capable of and how it is that they are changing. The neighbors in the film could be roommates, friends, brothers or in a relationship themselves, but irrespective of their relationship, they represent the men of today who are open to change. While there are many men who have started to do more, a lot of them even take up their full share of responsibilities within the home and ShareTheLoad equally. This is possible only when they See Equal.”
Josy Paul, Chairman & Chief Creative Officer, BBDO India added: “We’ve taken a slightly different track in the latest film for Ariel #ShareTheLoad. There is a definite shift in the tonality. This time, it’s the woman who speaks for herself. It is the woman speaking her mind and sharing her point of view. The film is fully reflective of the reality of today’s times, where the woman refuses to accept inequality in her marriage. Research confirmed this. 88% women believe it is time to talk to men about doing their share of the household work equally. There is a sense of restlessness, an impatience in the women today at the pace of change. So, this film is also a means to encourage conversations so as to truly move us towards an equal tomorrow.”
Credits
Creative Agency: BBDO India
Chairman & Chief Creative Officer: Josy Paul
Chief Executive Officer: Suraja Kishore
Creative
Chief Creative Officer, Mumbai: Hemant Shringy
Senior Creative Director Art: Balakrishna Gajelli
Associate Creative Director Copy: Karan Nair
Art Director: Omkar Rachha
Account Management
GM and EVP, Mumbai: Priyanka Rishi
Client Services Director: Omar Khan
Account Manager: Varun Shah
Agency Producer: Krishna KV
Production house: Ransom
Executive Producer: Salil Khurana, Suhana Sharma
Director: Shimit Amin
PR Partner – Ketchum Sampark
Digital Partner – Kinnect
Media Partner – Mediacom
On-ground Partner – Encompass
