There are very few companies that can advertise well to Latinos. Most companies do not take the time to do their research, they fail to grasp how diverse Latinos can be and how much we share certain values. With the purchasing power of Latinos now estimated to be $1 trillion, Clorox should be privileged that it is one of the few that has done a good job reaching out to their target audience. The company recently rolled out a new[ish] commercial in honor of Mother’s Day.
The commercial begins with an older woman narrating (in Spanish) “Daughter, I am so proud that you are a mom; putting into practice everything I’ve taught you” then the daughter narrates, “Mom, thank you for teaching me how to become a mother.” The daughter then continues to list of all the characteristics of a good mother: demanding more of yourself to put your best self forward, protecting and loving your children, having high standards for yourself and your family, that her mother taught her – all while Clorox and grandma are in the background cleaning.
Although, Clorox had quite the controversy on their hands a couple of years ago because of a study they did on Latina’s cleaning habits, I think that the risk and ultimate backlash paid off. This commercial hits the mark because it is timely, the producers clearly know their audience, and it builds on the idea of brand loyalty.
Yes, there are some people who will continue to argue that Clorox and this commercial keep building on the stereotype that all Latina’s love cleaning, but I think that the real theme of the commercial is family. The bonding that takes place between mother and daughter – like in most families built around patriarchal structures and machista homes, where sexist gender roles are prevalent – occurs while the women work to fulfill these roles (in this case cleaning). I know I’ve often spent many of times connecting and sharing little pieces of wisdom with my mother when I’m helping her do the dishes, or fold laundry. It’s sad, but it’s true. That’s our bonding time, and somehow Clorox gets it.
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