We’ve all been here before: watching a television show, cut to commercial break, and on comes that particular ad that you absolutely loathe. You switch the channel, mute the TV, or just rant through the entire thing…again (I’m not the only one, right?).
Not too long ago, I wrote about the spate of “man up and drink a manly beverage” ads (Dr. Pepper Ten specifically), which certainly qualify as loathe-worthy. But there’s another ad campaign that just annoys me to no end: the Swiffer Wet Jet ads that feature women as dirt and show these different varieties of “dirt” falling in love with the cleaning product that gets rid of them so well.
Here’s the one I’ve seen most often — “The Film Star:”
Here, we have a dramatic actress portraying the “film” left behind after mopping, and when the Swiffer mop comes after her, she throws herself at it, clearly lusting after the mop pad that will sweep her away. The ad pulls back and shows a woman satisfied with her freshly-cleaned floor.
Taken alone, the ad is silly and obnoxious, and just about as regressive as your typical gendered ad for cleaning products. The fact that dirt is personified as a woman is disturbing, the fact that she lusts after a mop to essentially destroy her is bizarre (and suggests some deeply fucked-up sexual politics), and the fact that a woman’s enemy (a filmy floor–oh no!) is another woman plays into the typical trope that says women are naturally enemies.
If you look at the other ads in the campaign, however, it gets worse. Here’s “The Mud Lady” (note: this is embedded from YouTube, so if it gets removed, you can likely find the ad somewhere else with a simple search):
Again, we have a woman personifying something you mop up–mud, in this case–and here the woman even claims she’s “not easy” before (literally) throwing herself at the mop pad. Again, the camera pans out to a woman happily mopping her floor. Just as the dramatic actress behaves stereotypically, this woman has a “Valley Girl” (is that term still in use?) accent and quickly contradicts what she says with her actions.
There’s another one featuring an elderly woman as yet another variety of dirt, which I can’t find online (if you know of a link, please let me know and I’ll update!) and she’s unhappy that no one’s given her any romantic attention in a while. Once again, enter that irresistible mop and the woman throws herself at it. And yet another woman mopping is pleased that her floors are now so clean.
These three ads are the only ones in the campaign that I’ve seen on TV here in the U.S. When I went to the official product website, there were some ads I’d never seen that feature men in lust with the mop pad. As a matter of fact, there are two ads there featuring women, and two featuring men (perhaps they’re attempting to thwart accusations of sexism there, but I doubt the ones featuring men are in rotation as heavily as the others)–although all of them show women doing the actual cleaning.
It’s remarkable how different the portrayals of the dirt people are: the men-as-dirt ads show a Crocodile Dundee-esque character (also stereotypical) and two buddies lamenting the state of their romantic lives, while the women-as-dirt ads always show a lonely, solitary woman desperate for the kind of attention provided by this wonder mop.
I’m less interested in equal-opportunity offense here: men as dirt is disturbing, too. But for me, there’s something particularly insidious about these women-as-dirt ads. This isn’t the first time Swiffer has been accused of sexism in their ads, either. In 2008, The Hathor Legacy called out the bizarre ad campaign featuring women in relationships with their cleaning tools:
Swiffer has a whole line of commercials featuring women breaking up with their old mops and brooms to hook up with Swiffer, or the rejected cleaning tools sending flowers in an attempt to woo back their former owners. All the commercials frame women’s relationships with cleaning tools like relationships with boyfriends who are/aren’t meeting their needs. Some of them have involved the woman and the mop in couples therapy, too.
I mentioned in my Dr. Pepper Ten post that I actually like that company’s product, and I feel the same way about Swiffer. And although my husband usually cleans the floors in our home, I’m still the one who buys a majority of the products we use. Swiffer has succeeded in pissing me off and alienating me with this ad campaign to the point that I’m basically finished with their products. It’s yet another example of a company’s humor gone wrong, outdated gender roles, and the assumption that customers will just accept sexism as the norm. Nope. Not here. It doesn’t take much effort to replace a company’s product that has no respect for its customers (and that just makes horrible ads).