Brastemp: Washing Away Excuses

This unequal division of labor is a literal hot-(and sometimes cold) button issue that’s the basis of a new campaign from Brastemp that aligns with its strategy of doing away with traditional stereotypes around the division of household tasks.

Brastemp launches ‘Washing Away Excuses’ with spot directed by Landia’s Aline Lata

“Doing the laundry is everyone’s job; our society can no longer tolerate a gender-based division of tasks,” says Allyne Magnoli, Marketing Director at Whirlpool, which owns the Brastemp brand. “With that in mind, we include in the campaign (in)famous excuses given by family members who do not engage with tasks in the laundry room, preferring to ‘outsource’ the work.

Some of those excuses, which range from “I never learned how to do it” to “I was going to, but you beat me to it,” are the basis of “Washing Away Excuses,” a playful and intelligent campaign from FCB Brasil.”

Some excuses have been printed on t-shirts sent to about 200 opinion leaders, including journalists and influencers. When the shirts are laundered, the excuses disappear to reveal the message “Household chores are everyone’s chores.” A small number of shirts were also sold on an online pop-up store, enabling people to send them as a “gift” to a partner or significant other.

When it comes to the division of household tasks, gender inequality in Brazil is real. A 2018 study by IPEA found that while 93% of Brazilian women are responsible for laundry, only 56% of their partners do the household task regularly.

Credits
Brand: Whirlpool
Product: Brastemp
Agency: FCB Brasil