Clorox Thinks Men Are Useless

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.

  • http://twitter.com/queenoftheclick Queen of the Click

    It's like reverse sexism. Clorox is trying to appeal to women, but they cut off a whole gender. My Dad's generation may not have done a lot of laundry, but most men today know how to do their own laundry. I know many men who choose to do laundry for the household too because they don't mind throwing it in and getting it done while they are doing something else.

    Shame on Clorox. I'm not buying Clorox either now because if Leon hears this commercial, he is going to think that he and one other man (yes, you Adam) have to do laundry.

  • http://www.thekmiecs.com adamkmiec

    This is exactly what I respect about you. You can see both sides of the story. I contacted Clorox directly, I'm guessing I'll receive a typical form letter response. Actually doing a load of John's laundry right now :) The irony.

  • http://www.twitter.com/danmandle Dan Mandle

    Adam, I'd seen this before too, but wasn't outraged even though I'm the one in my household who does the dirty cloth diapers. And who irons. I simply took it in the context of the show in which it was being advertised: No man is doing any laundry in Mad Men. (At least not through the end of season 2…I'm Netflixing season 3.)

    Curious to hear what you receive back from Clorox.

  • Tom

    Yeah, this kind of stuff burns me. We have to walk around carefully navigating the mommy blogger backlash on every piece of creative we do. No matter how true the copy is clients are just scared to death of upsetting one mommy blogger. However, they are not afraid of taking your average middle-aged white guy or just guys and portraying them as dumb, simple minded buffons.

    Where’s our group of daddy bloggers?

  • http://www.twitter.com/danmandle Dan Mandle

    Adam, I'd seen this before too, but wasn't outraged even though I'm the one in my household who does the dirty cloth diapers. And who irons. I simply took it in the context of the show in which it was being advertised: No man is doing any laundry in Mad Men. (At least not through the end of season 2…I'm Netflixing season 3.)

    Curious to hear what you receive back from Clorox.

  • Anonymous

    This commercial makes me laugh my ass off.  As a language Nazi, all I heard was  “Laundry is not new. your mother, your grandmother, her mother, they all did the laundry…MAYBE EVEN A MAN OR TWO.”  As if to say that all the women in your family did laundry, and probably DID a man or two while they were at it.

About
Digital dad to Cora and John. Love ironing, bourbon and BBQ; no necessarily in that order. Living life, like I stole it. I'm always up for a

spirited conversation. These are my thoughts and ramblings, not those of my employer.
Learn More »