All Out’s latest ad comes with the descriptor, ‘what happens when a mother is tough on her child’. With their latest ad All Out claims to stand with all these mothers in solidarity with their tagline telling us, ‘It’s good to be tough’. The ad directed by Shoojit Sircar, has received over 9 million views and 237 k shares, has received overwhelming praise on social media for its depiction of tough mothers. But there’s something inherently wrong with the ad.
So the ad portrays a mother/daughter-in-law, who doesn’t give food to her kid for he’s throwing tantrums after being scolded for ‘stealing’ money. All this is happening while the household’s daughters-in-law are serving food to the elderly, and the men. Soon, a few family members are ridiculing and criticising her for her behaviour. A man stands up for the mother and reprimands everyone for failing to understand that the mother is right.
Only a few managed to notice the inherent patriarchal mindset that runs through the entire length of the ad. It is 21st century, why do women still need a certificate from men to know that they’re right or wrong?
Hope the ad industry is listening to us.