WHAT WENT WRONG:

MR.
CLEAN MOTHER'S
DAY AD
PROCTER & GAMBLE  

By: Alissa Wiwi, Lisa-Marie Pagliano,

Blaise Navarro
 THE MOTHER'S DAY
AD

• This Mother's Day features a woman and

her daughter cleaning a window with one
of the most popular cleaning products:
The Magic Eraser. 
• The ad features the corresponding slogan
for Mother's Day: "Get Back To The Job
That Really Matters". 
• Mr. Clean is also featured down at the
bottom left corner as a trademark of the
product and brand. 
 WHY WAS THIS THOUGHT TO BE GOOD?  

Utilizing a company
Promote the product The use of a national
slogan was to
to an audience they holiday was meant to
indicate how
felt would have used bring in more
necessary the product
it revenue
is
 WHAT IS THE ETHICAL DILEMMA?

• The ad features a woman and her daughter as the only people in the ad,
while cleaning with the product.
• This made comments in relation to stereotypes about only women doing the
cleaning and was discriminatory in nature.
• In producing and airing this advertisement, women were upset because it implied
women are the only ones that are ”supposed” to do the cleaning.
• Likely reminding women of the times when this was true throughout history. 
 ANA LYZE TH E E THICA L
DIL EMMA
Personal: Goes against the values of women and seemingly is
prejudice in nature.
Social
• Rights: Discriminatory against women and their human rights to
the pursuit of happiness and life
• Justice: Violates the fairness among all individuals as being treated
as equals
• Utility: As women make up 50% of the population, and does not
have good intent for a majority
• Care: Did not consider the personal beliefs and values of women in
making this advertisement.
RECOMMENDATION 1
To fix the ad we recommend:
• Instead of having the mother cleaning, she
should be featured in the ad by resting and
taking time for herself for Mother’s Day.
• Adding a father into the scene; having the
father and his daughter clean can still
emphasize the importance of the product
without making discriminatory
implications against women.
• It implies that for the Mother’s Day
holiday, women are allowed to rest while
others in the family take over some of the
household duties.
 RECOMMENDATION 2
• To rectify the situation the CEO of the company and
several of the associates need to apologize for the lack of
care in the companies’ advertisement and any of the harm
caused. This ad was not meant to backtrack progress for
Women’s rights. 
• Ensure that this type of mistake will not happen again. 
• As per the previous recommendation, the ad will be
removed and replaced by an advertisement more
appropriate to this occasion. 
 TO CONCLUDE:
• This advertisement for a popular cleaning
product made several ethical violations in the
personal and social aspects of life. 
• Once again, we apologize for the mistakes of our
company for this inappropriate advertisement,
specifically to women. 
• In the future, these mistakes can be avoided in
having several external consultants proofread
and give thoughts on the ad before it is released
to the public. 
• If you have any further questions or comments,
please reach us at: 
• 1-880-867-2532 or mrclean@hotmail.com