Play on gender stereotypes to show how odd and unexpected a working man dealing alone with all the daily housework and caring activities usually done by women looks.

The film shows us a man very busy at taking care of his family and home. He is preparing breakfast for them, preparing lunch boxes, doing the groceries, consoling a sad daughter, bathing a toddler and preparing dinner until he ends up exhausted on the couch. We are not used to see a man carrying out so many house chores and it is this reversal of roles that makes us realise that at home gender stereotypes are still very strong.

The campaign resulted in over 3 million views in the first 24 hours, over 130 million views and over 1.5 million shares all over the world. The movie has started conversations in the 5 continents proving to be very relevant and real beyond our main markets.

As Indesit had not communicated for the past 5 years, it needed to find a relevant way to talk to consumers and this social purpose at the heart of the brand and its products resulted in an increase in preference.

The topic proved to be so relevant that more than 400 articles were published and resulted in more than 2 million euros of earned media.

Total reach in the main 4 main markets (UK, Russia, Italy and France) was 338.423.332 (all media).