Sponsors Of Mums

It is not often that a multinational company so misjudges their advertising audience as Proctor and Gamble has with their “Sponsors of Mums” campaign.

Maybe it is just me, but their ad makes me want to throw things at the TV. The dog goes into hiding when she hears the advert start as she knows that I will be shouting before long.

If you haven’t seen it, it is part of P&G’s Olympic advertising campaign. Info here


We are informed:

“For 80 years in the UK and more than 170 years around the world, Mums have been our boss at P&G. They’ve driven our product innovation and they’ve led our marketing communications – Mums have been at the heart of everything we do as a company. Our products have been designed through generations to improve mum’s life in small but meaningful ways. Whether it’s household favourites like Ariel or Fairy that help to make everyday tasks a little easier for Mum; or the Pampers nappy that mum trusts for her little one; or the Olay cream or Max Factor mascara she uses everyday to help her look and feel her best; this is our business – and they are our boss.”

It seems that the idea behind the campaign is to thank mums for being 1950s housewives. Or something.



Oh, no. According to the website, the campaign is to thank the mums of the US Olympic athletes for their support.

First, I would like to know why mums are being thanked and not dads? That is pretty insulting to the families of athletes.

Why concentrate on mums? Because we are the ones buying and using your brands?

Well, here is a news flash, P&G. Men clean too. And do the dishes. They feed the dog and wash their children’s clothes. They buy their own shower gel and aftershave.

Just as they support and love their children. It is not just us women doing the parenting work.

I find it sexist and patronizing to reduce women’s role in society to household chores.

Yes, the advances in modern technology and in cleaning products mean that my life is easier than it would have been 50 years ago but doesn’t that apply to men as well? Why single out women?

Perhaps P&G thought that this ad would make our hearts melt, our spirits lift at being appreciated at last. I admit that the first couple of scenes of the sentimental ad did make me smile. Until I got the message.


“Thanks mum, for being a household drudge”.





This ad has just come out. And has made me cross all over again.