M Booth leads work on Procter & Gamble Super Bowl LV spot aimed at closing chore gap

The ad is part of a Dawn and Swiffer campaign promoting equality in the household.

Pitching in: Actors and real-life couple Cory Hardrict and Tia Mowry-Hardric.
Pitching in: Actors and real-life couple Cory Hardrict and Tia Mowry-Hardric.

CINCINNATI: PR firm M Booth is the agency behind Procter & Gamble’s Super Bowl Sunday spot that aims to get families to close the “chore gap.”

The ad, featuring Procter & Gamble home care brands Dawn and Swiffer, will air during CBS’ Super Bowl LV pregame show, “The Super Bowl Today,” in an effort to promote positive conversations in households across America about the chore workload. 

The ad is part of P&G’s Come Clean to Close the Chore Gap campaign, which invites everyone to do their part to create more equality in the division of household work. 

M Booth chief creative officer A.G. Bevilaqua said her firm noticed a conversation bubbling up among influencers and organizations about how the COVID-19 pandemic has given people the chance to reexamine the household division of labor. 

“This is the right moment to spotlight what is happening at home as chores are piling up,” she added.

P&G conducted research that found in 65% of households, the responsibility for most chores still falls on one person. Sixty-three percent of women say they take on the lion’s share of chores at home. 

The research also found that sharing and discussing chores strengthens relationships; men experience positive emotional benefits from helping at home; responsibility of chores can help children become better citizens; and equality in household duties creates a positive ripple effect.

Dawn and Swiffer have partnered with dozens of individuals and families, including actress Tia Mowry-Hardrict and husband and fellow actor Cory Hardrict; comedian and actor Max Greenfield; actor Jesse Tyler Ferguson; and ESPN analyst Tedy Bruschi to take a fresh look at the division of household work and promote equality at home.

The campaign includes the website CloseTheChoreGap.com. For each visitor who commits to doing their part, Dawn and Swiffer will donate products to help families in need keep their homes clean and healthy. The site offers tips and tools to make sharing chores easier, including information about partner S’moresUp, an app that helps to democratize household management by making sharing chores easier and more rewarding.

The campaign also includes partnerships with Reese Witherspoon’s media company, Hello Sunshine and author Eve Rodsky’s book “Fair Play,” as well as Thrive Global, the wellness and behavioral health firm led by Arianna Huffington.

“This isn’t an easy conversation for every couple to have,” said Elizabeth Kinney, P&G’s director of communication for home care for North America. “‘Fair Play’ created tools to help people have that conversation in a way that drives change. They focus on owning a task. With Thrive, we have a series of micro-steps people can take.”

Kinney said the campaign started off as an earned media idea. P&G wanted to tackle the issue of equality at home and decided to focus on the chore gap.

“The team felt like it was a message that was important enough for more people to see, so we decided to put it in the Super Bowl,” she said. 

M Booth also wanted to ensure the campaign incorporated diverse perspectives. 

“We have a new methodology at M Booth called Culture Quotient that we use to test messages with diverse stakeholders to ensure creativity was landing and it felt inclusive,” said Bevilaqua. 

While this campaign initially focuses on Dawn and Swiffer, Kinney said P&G eventually wants to include more brands. Other P&G brands include Always, Bounty, Charmin, Crest, Dawn, Downy, Febreze, Gain, Gillette, Head & Shoulders, Olay, Oral-B, Pampers, Pantene, Tide and Vicks. 

Budget information for the campaign was not disclosed.

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