“This is one of the most powerful videos I have ever seen — showing how stereotypes hurt all of us and are passed from generation to generation.” Those are the glowing words Facebook COO Sheryl Sandberg used to introduced the above video in a post on her Facebook page. The video is a long-form commercial released by Proctor & Gamble for its Ariel brand of laundry detergent in India. And the point it makes is aimed squarely at Indian men, many of whom still subscribe to the cultural belief that doing laundry is “a mother’s job.” The commercial is narrated by an older father who’s afforded a glimpse into the hectic life of his adult daughter. As he witnesses the hectic pace at which she lives life — working, raising a child, managing a household — he laments that he never stopped her while playing house, and never told her that running a household is “not your job alone.” Worse still, he sees her husband who makes no effort to help out around the house and orders his wife to do the laundry. The father speculates that he implicitly taught her that this behavior was OK by his example of failing to help his wife with chores when his daughter was a child. His daughter’s husband, he admits, probably learned the same from his own father.
“When little girls and boys play house they model their parents’ behavior; this doesn’t just impact their childhood games, it shapes their long-term dreams,” Sandberg wrote on her Facebook page. In the commercial, the father learns this lesson — watch above and see how he “sets things right” at the very end of the video.
The the full story at The Wall Street Journal.