“If only women spent less time cooking"

Nestlé‘s soup brand, Maggi, was promoted by McCann Erickson, Romania with an advertising campaign, “If Only Women Spent Less Time Cooking”. These print advertisements suggest what might have happened if people were able to make use of ready-made soups: four USA presidents on Mt Rushmore and The Godmother.

Can we assume that these women have become what they are because the men in their lives got stuck in and shared their load in the kitchen? According to this ad, maybe. Of course it is an exaggeration, giving it a laughable aspect for the people who see this to enjoy.

Basically, the ad is selling its product. How? By implying the idea that you do not have to take up a lot of time is preparing for soup, for this product is all prepared. Therefore, all the mothers who are stressed about working and taking care of household chores, this product will reduce your worries so you can do much bigger work that will fulfill your ambitions.

The deep idea is this: "Women have been suppressed by so many house chores, and that is why men, not the women, have dominated many things in the world. If men and women had the equal chance, it would have been a women's world." This can be a very touchy concept, with some saying that this is feminist, and the debate over this ads can go awry(Well, if you are an anti-feminist). However, by giving it an exaggerated twist to the idea and putting them on the poster of "Godfather" and the president's faces on Mt Rushmore, the seriousness of the whole message is downsized.

I say they did a pretty good job in making this ad fun and effective.