Ariel's #ShareTheLoad campaign: Back with a bang?

With the previous campaign being a blockbuster, we asked industry observers what they thought about the latest offering

e4m by Misbaah Mansuri
Updated: Jan 31, 2019 8:24 AM

It has been interesting to see how BBDO's Mumbai office turned what could have been a standard promotion for laundry detergent brand Ariel into an extended apology letter from a father to his adult daughter. And the best part was the product in question was not revealed until the end of the two-minute spot.

The ad not only earned praises from Facebook COO Sheryl Sandberg but also won laurels at various advertising award events. It has now garnered the status of being one of world’s top ranked ads. 
After creating what has been termed as one of the most influential ad campaigns, Ariel and BBDO India are back with another campaign on the cause. In this newly-released edition of #ShareTheLoad, Ariel raises yet another relevant question - Are we teaching our sons what we are teaching our daughters? 
With the previous ad emerging as a roaring success, we asked industry observers what they thought about this one…

Titus Upputuru, National Creative Director, Dentsu 
"One feels that it is a good continuation of the campaign. Baap ke baad bete ka hi number aata hain. And teaching early is a good thing. I just thought the mom’s conversation over the phone could have been a bit more subtle.” 

Romit Nair, Creative Head, FCB Ulka Bangalore 
The ad fits right into the overall campaign, has been executed well and is shareable, says Nair. “I think the ad is really nice and takes the thought of ‘share the load’ forward in a really good way. The first time you introduce a thought, it’s always going to be more powerful and create a bigger impact. It is always tough for a writer to create a fresh ad carrying forward the same thought, but I believe this ad fits right into the campaign and definitely works.”

The first leg of the campaign was initiated in 2015 with a question that got everyone thinking: “Is laundry only a woman’s job?” In 2016, the film questioned people as to “Why is laundry only a mother’s job?”

Swayta Singh, AVP Brand Strategy, DCMN India 
The main differentiator of this advertisement is the context setting, the social conditioning that is just getting passed on from generations unknowingly and raising yet another pertinent question of how are we raising our boys? However, it should have delved into the son's role too, Singh added. “Personally, and as a mother, I would have loved a little more emphasis on the son’s role and some conversation (as was the case in the earlier ad like Dad’s self-realisation) around the same because what you see is what you learn. The ad is well executed and in line with its earlier TVCs, forcing parents to raise the right questions. Yet, it misses to invoke the sons in a similar way urging them to take responsibilities.”

Aalap Desai - Sr Creative Director, Dentsu Webchutney 
The conversation of teaching boys values when they are young is a great direction for the campaign but the example in point is something that might not be the best way to bring it out, Desai says. “The intent is also right and it is a relevant conversation. I feel your room being messy which leads to a ‘ghar ka kaam’ conversation is a little forced. Also, it is not something parents differentiate on. Girls are generally asked to do things like learning to cook and boys are generally asked to play cricket but both are asked to help in household chores. What made the first #ShareTheLoad beautiful was that laundry was still considered a woman’s job and that was a slap on the wrist for everyone. This might not have that universal appeal,” reasons Desai.

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