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Company: Procter & Gamble Co.
    View Company Scorecard / Contact Company
Brand: Bounty
Ad Title: Strong Housewives
Business Category: Household Products
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Arnold Worldwide
Year: 2001
Target: Mainstream
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Theme(s)

Camp/Gay Drag

Dude Looks Like a Lady

Theme Breakdown

AdRespect Score: 
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A couple of oppressively built men dressed as "housewives" are in a kitchen. They are flagrantly unconvincing as women, with wigs, earrings and facial stubble.

The narration introduces the two of them: "This is Maureen. This is Barbara. They are tough."

They stand in front of a table that has two red stains on it. The narrator continues, "These are tough stains."

Maureen is handed a roll of Bounty paper towels: "This is Bounty." Barbara is handed a roll of generic towels: "This isn't."

As Maureen is shown rinsing her paper towel in the sink and wringing it out to reuse it, the voiceover explains, "Bounty's new double-quilted structure holds the towel together even when it's wet, making it strong enough to tackle tough everyday stains and spills, unlike traditional kitchen towels which can fall apart."

The next shot shows Barbara trying Maureen's rinse and reuse method to clean her stain, but her towel rips apart.

Barbara attempts to finish conquering her stain while Maureen stirs a cup of tea, since she's already conquered hers.

The ad earns an Equal rating because the humor of the ad is not based strictly on the Bad Drag.

The Bounty campaign featuring the tough housewives has been on the air since 2001.

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