Swiffer, a brand of Procter & Gamble, has teamed up with actor Anthony Anderson, who is currently starring in “Black-ish,” to celebrate what the company said is the evolved role of the modern dad. According to the Swiffer Cleaning index, modern dads are pitching in with chores nearly twice as much as their own dads did when they were growing up.
Anderson served as a creative advisor on the company’s new #SwifferDad docu-style video, for which Anderson interviewed four well-known dad social influencers and their kids. The content highlights what the company said is a modern perspective on the evolving roles in the home.
“With this docu-video, we’re acknowledging the democratization of cleaning and the many dads who take a hands-on role in the home, alongside their partner,” said Kevin Wenzel, associate brand director at Procter & Gamble.
“As a working dad and husband myself, and one who cleans floors and drives the carpool, this is a story I can relate to and am excited to help tell,” said Anderson.
Additional results from Swiffer’s online survey, conducted by Wakefield Research, stated that half of dads polled say they do the majority of the cleaning in their home. Further, it reported that 98% of the dads polled agree that having a clean home makes them happy. The company asserted that these research findings are in line with recent national headlines about the positive effect that dads doing housework has on their children.
The #SwifferDad Video is available on Swiffer’s YouTube channel along with behind-the-scenes video of Anderson on set: