While watching Mad Men tonight I saw an ad from Clorox that disappointed the hell out of me. Men and Dads specifically, never get any respect from advertisers. We’re often characterized as bumbling idiots who can’t do anything except drink beer and drive cars. This new ad from Clorox had me hooked and leaning forward. I loved the time lapse look and the voice over was perfectly in tune with the animation. Then, roughly 13 seconds into the ad, I had a “WTF, are you serious” moment. The copy reads, “Laundry is not new. your mother, your grandmother, her mother, they all did the laundry…MAYBE EVEN A MAN OR TWO.”
Wow. Wow. I thought I had misheard the ad, so I went out to YouTube to find it. Sadly, I had heard correctly. As a dad, I find the line utterly and completely disrespectful. I do 75% of the laundry in my house. I know several men who do their fair share of laundry. To characterize men as people who don’t do laundry and women as the only people who do is insulting to both genders. Clearly, Clorox, hasn’t gotten the memo about the changing American family. Their time laps commercial seems stuck in the 1950s.
Since Clorox obviously doesn’t think I’m useful, I’ll be switching to private label and the competition.