Swiffer's New Ad Actually Tells Rosie the Riveter to Get Back in the Kitchen

Have you taken a good look at the photo above? If your blood isn’t boiling, then you’re doing something wrong.

Swiffer’s new ad for its steam mop turns the strong, “We Can Do It!” Rosie the Riveter into a … housewife?!

Let me repeat that: They’re turning Rosie, the tough, independent icon who showed thousands of women that they are capable of and have the right to non-traditional jobs outside of the home, into a woman who just really wants to mop her floors. Somehow I get the feeling that if Rosie could speak, she would be filing a lawsuit.

I don’t even know where to begin with the insanity of this ad. It almost seems that if you colored it sepia, it could be in one of those slideshows for “Sexist Vintage Ads” – that’s how bad it is. Not only does it take a historically significant icon of feminism and women’s empowerment and essentially “piss on its legacy,” but in order to become the leading commercial image for Swiffer's steam mop, this ad must have gone through at least half a dozen marketing executives, if not more. Multiple people saw this ad and found nothing even slightly questionable about completely desecrating Rosie and her message.  

Even if we were to cut Swiffer some slack and say that maybe they were going for the idea that women can have a job and still clean the house, that’s not much better. Pushing this myth that women can and should “have it all” just creates an absolutely impossible ideal that nobody can realistically achieve — and worse, continues to tell women that housework is still solely their responsibility.

All I have to say to Swiffer is: There is definitely a way to make an ad for a cleaning product that isn’t revoltingly sexist. You can do it! .... Or maybe not.

How likely are you to make Mic your go-to news source?

Medha Chandorkar

As a junior at Georgetown University in Washington DC, I'm studying Government, Women's and Gender Studies, and Justice and Peace Studies. I'm interested in social justice issues, particularly women's rights in the developing world, and politics. Outside of school, I love dancing and reading, and I'm a huge TV / movie buff. In the future, I hope to become a lawyer but right now, I'm just focused on the moment.

MORE FROM

White House says it knows of potential Syrian chemical attack, warns Assad of "heavy price"

The Trump administration did not provide any evidence backing the threat.

Serena Williams responds to John McEnroe's comments saying she would rank "like 700" against men

Williams said his statements were "not factually based."

People are way less likely to be helpful when it's hot out, according to study

Sorry, it's too hot out to help you move.

Democrats, the American Medical Association and US bishops blast the Senate health care bill

According to the Congressional Budget Office, 15 million more Americans will be without health insurance next year if the bill passes.

Dow Jones won’t talk about its reported pay gap problem

A study released by the union representing Dow Jones employees found evidence of a "significant pay gap between men and women" who had the same job title and level of experience.

Mom slams ACA repeal, shows what's at stake in a tweetstorm about son's health

This mom says that without the ACA, her son wouldn't get the medical care he desperately needs.

White House says it knows of potential Syrian chemical attack, warns Assad of "heavy price"

The Trump administration did not provide any evidence backing the threat.

Serena Williams responds to John McEnroe's comments saying she would rank "like 700" against men

Williams said his statements were "not factually based."

People are way less likely to be helpful when it's hot out, according to study

Sorry, it's too hot out to help you move.

Democrats, the American Medical Association and US bishops blast the Senate health care bill

According to the Congressional Budget Office, 15 million more Americans will be without health insurance next year if the bill passes.

Dow Jones won’t talk about its reported pay gap problem

A study released by the union representing Dow Jones employees found evidence of a "significant pay gap between men and women" who had the same job title and level of experience.

Mom slams ACA repeal, shows what's at stake in a tweetstorm about son's health

This mom says that without the ACA, her son wouldn't get the medical care he desperately needs.