Selling (Wo)Manhood: Swiffer (doing it right)

The way that people talk about gender make it sound like it's purely biological and immutable.  Boys and men are aggressive, driven by their biological urges, and competitive; girls and women are passive, reserved, and gentle.  What this idea misses is that gender is a social construction that has changed over time, and is shaped by many different forces.  One of those forces is from billions of dollars in advertising.

Sometimes advertising does something really great in seemingly small ways.  This commercial for Swiffer, featuring the Rukavinas is pretty swell.  It features a multiracial family, including the Father with one hand, and non-traditional gender roles.  The woman is not cast as the natural home maker, both parents seem to share household chores; nor does she fall into the "sassy/angry" woman of color trope either.  The father is shown as capable, and he's also shown as an active parent.  I really enjoy how this one commercial sends inclusive messages about race, gender, ability, and parenting all in one 30 second commercial.