Love notes: Ariel SEA mum's-day story is sweet, but also limited

From Southeast Asia: 'Share the love this mother's day', for Ariel/Dynamo (P&G) by Saatchi & Saatchi Singapore

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Love notes: Ariel SEA mum's-day story is sweet, but also limited

This undeniably sweet film is running in Singapore, Malaysia, Vietnam and Philippines, reminding us all to appreciate our mums.

Ad Nut sincerely hopes all the moms out there had a wonderful Mother's Day yesterday. May all of you have children that are as sweet and appreciative as the boy shown here!

However (you knew there was a 'but' coming, right?), Ad Nut is wondering when P&G will go global with a stance it recently took in India: that men should help out with the housework too.

That ad received a very warm reception and seems destined for some award wins too. More to the point, its success seems to prove that opening the eyes of men, rather than just thanking women for their tireless efforts, could be an effective strategy—in terms of sales and in terms of actually improving daily life for women.

Mothers do more than their fair share when it comes to housework and child care. And part of the reason is that advertising continually reinforces the idea that cleaning and child-caring and shopping are women's work—work which they must do even if they have to get up at 4:30 am and communicate with their kids through sticky notes because they are also working long hours outside the home.

So come on, P&G! Please don't make 'Share the load' a one-off. Make it a global initiative! Show men doing their part—and not in a humorous 'Look at that silly man' kind of way, but in a 'This is normal, expected behaviour' kind of way. Maybe then moms could sleep a little later and have a little more quality time with their kids every day of the year, not just on one Sunday in May.

CREDITS

Saatchi & Saatchi Singapore: Mithun Mirji, Kym Goh, Ruchir Sachdev, Niel Mehta, Charmaine Lim Lian Ping, Jenny Hanghal and Dom Stallard
Saatchi & Saatchi Budapest: Attila Lonkay, Kinga Meszaros, Zoltan Gulyas, Nora Vagvolgyi, Edith Hovart and Synergize team
Saatchi & Saatchi London: Neill Robb, Oliver Farrington and Neil Richardson
P&G Team: Bosco Zarceno, Mukta Maheshawri, Vidya Murthy, Sarah Tolentino, Jeremy Limsico, Ann Nguyen, Louie Morante and his PR team in PH & VN
Brew Productions: Annette Eufemio and Jun Carangan
Executive Producers: Ajay Vasu & Farid Khan
Director: Tsering Tashi Gyalthang
DOP: Visanu Sriveerachai ( POP )
BKK Line Producer: Rachvin Narula & Kulthep Narula (Benetone Films)
Chief AD: Nithit Pisankitvanich ( Golf )
Production Manager: Thidathip Jaroenrat ( Air )
Production Designer: Tinnapat Tapatchaikul ( Pao )
Costume Stylist: Kasidech Kawsa-ard ( Aoffy )
Hair & Makeup: Chanakan Choochote ( Lens )
Casting Director: Wasan Sakunpong ( Pat )
Cast Mom: Jidapar Meeboonpoonsub
Cast Kid: Khieoiem