A laundry detergent commercial from India has been given two thumbs-up by Sheryl Sandberg.
Facebook’s chief operating officer has written a post on her page endorsing the ad from Ariel India—a washing brand owned by Procter & Gamble—and has called it “one of the most powerful videos I have ever seen.”
The ad shows a father writing a letter to his daughter after seeing her take on a huge burden of the family’s responsibilities while her husband sits idly by. The campaign, called “#ShareTheLoad,” advocates for an equal sharing of duties in the household between husband and wife, and attempts to question traditional roles within the family.
“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 posted.
Sandberg has long been a champion of gender equality in the workplace, and her book Lean In has already sold around two million copies. Last year, LeanIn.org—of which Sandberg is the founder and chairman of the board—released a study that revealed women remain underrepresented at every corporate level.
Last year, the Cannes Lions International Festival of Creativity, which is the advertising industry’s most prestigious event, launched the Glass Lions, an award given to campaigns that significantly address gender inequality. The “#ShareTheLoad” campaign was one of the award-winners.
