Share the Load- P & G’s iconic campaign, now in its 10th year, continues to wow.
Vijay Balakrishnan
Independent Director| Board Member | C- Level Executive | Thought Leader | Marketing Transformation | Change Management | Ex Tata Consumer Products, Tata Tetley, Airtel, Docomo, Ujjivan and Cambridge International
The latest campaign from P & G’s Ariel on Share the Load again hits the ball out of the park.
?This has been one of the iconic campaigns from the P&G stable, scoring a perfect 10/10 on Emotionality, Functionality, and Rationality without an iota of preachiness or patronizing.
?Each generation of this campaign for the past 10 years has consistently brought a lump to your throat or a tear to the eye. Exploring the subconscious bias of gender roles, it beautifully battles stereotyping, espousing gender equality, and championing partnering; the campaign epitomizes a powerful social campaign.
?Backed by impeccable production quality, a brilliant script, and an outstanding ensemble of actors who deliver their lines and emotions like performers, the subtle background music provides the campaign with immortal status.
?Share the Load has genuinely become an anthem and a movement that started in 2015 with a flame burning brighter and better in 2024. The old parents, the adult daughter, and their moments of epiphany are a treat to watch in this year’s campaign.
?Hats off to the P & G Brand and Marketing teams, and congratulations to BBDO for conceptualizing and producing this gem.
?As a CMO, in all my annual presentations to Management Trainees and new joiners in Marketing, this has been one of my go-to examples of what constitutes brilliant advertising and storytelling for the past few years.
?Watch the campaign here.
( 2023)
(2024)
#Sharetheload
#P&G
#BBDO
#Josypaul
#genderbias