In the last year, I’ve become more sensitive to feminist language and themes in (or absent from) popular culture. I’m preparing to participate in a panel later this month at #ACES2016 about feminist language and when I saw this commercial for Ariel — called Tide in the U.S. — I was floored.

I almost cried at my desk. After the series of disasters that Super Bowl 50 commercials were, this was pure delight. This video was especially powerful because it was a man, recognizing his complicity and making a CHANGE in his BEHAVIOR. ALL ON HIS OWN! *Muppet arms*

A couple of years ago there was the Tanishq Jewelry commercial with the blended family and now this.

I’m. Here. For. It. ‪#‎ShareTheLoad‬