Ariel’s silent signs

Created by BBDO for detergent brand Ariel, this intimate and poignant campaign aims to help husbands See The Signs of Silent Separation – the emotional distance that creeps into marriage because of inequality at home. 

Continuing the brand's #ShareTheLoad initiative, the spot tells the story of an Indian husband and wife who have grown apart after experiencing unspoken troubles in their relationship. 

When the husband opens up about his marriage to his sensitive and empathetic daughter, she explains that 'mum has been giving and giving for so long, that maybe she has just given up.'

This makes him realise that he ended up taking his wife for granted. He apologises to his wife, and commits to be an equal partner. At the end of the film, Ariel urges men to see the signs and share the load.