For its #SwifferDad campaign, Swiffer partnered with four influential dad bloggers to dispel some of the misconceptions about men and cleaning. The project is led by Black-ish star and father Anthony Anderson as creative director, highlighting how many modern dads are now stepping up around the house to pitch in with upkeep.
Swiffer notes: "Half of today's dads say they do the majority of cleaning of their homes." In the ad, the dads describe that by making lunches or cleaning up messes, they have more time to enjoy spending time with the family and feel like more of an integral part of the home. Doyin Richards describes modern parenting best when he says: "When something happens, like there's a mess—[it's] first man or woman on deck."