Powerful Female Creatives Are Challenging Representation on Screen and in the Boardroom

Women are rising up as CCOs and changing how they appear in ads

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When the ad opens, “Sarah,” a tired, disheveled housewife, wearily faces the prospect of wiping up a messy stove, when boom, a sexy, buff version of Mr. Clean appears. Mop in hand, the Procter & Gamble brand’s mascot seductively washes the kitchen floor, then the shower, steaming up the housework before morphing into Sarah’s “real-life” husband. Overcome, Sarah jumps into his arms, as the “You gotta love a man who cleans” tagline shows up on screen.

And scene.




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This story first appeared in the March 26, 2018, issue of Adweek magazine. Click here to subscribe.