Hot on the heels of the ASA’s recent ban on harmful gender stereotypes in advertising, we’ve launched ‘Drag Cleans’ for our awesome client, Method.
Kicking off with a unique drag show in partnership with the LGBT Foundation, we’ve collaborated with seven of the UK’s hottest drag acts. Not only that, Method will be funding the charity’s entire volunteering programme for the next 12 months, helping to support across numerous projects championing a safe, healthy and equal future for all LGBTQIA people.
Drag Cleans opened its doors to the public on the 1st of August, showcasing acts including Cheddar Gorgeous, Anna Phylactic, Queer Queen TeTe Bang and rising star Drag King, Adam All, who will prove that cleaning doesn’t have to be a drag, with a cleaning-inspired ‘lip-sink’ battle. The artists have all taken inspiration from a different one of Method’s cleaning products – famous for their bright colours, vivid fragrances, naturally derived ingredients and chic design – to create new characters designed to promote the ‘Drag Cleans’ partnership
Sarah Tuke, Head of Communications at method, commented, “The wonderful world of drag shares method’s love of looking fabulous, with innovation, creativity and unapologetic self-expression at its heart. Cleaning is having its ‘moment’, but the industry has long-been a contributor to tired stereotypes and method has always played with the norm in order to bring a bit of sass to the cleaning aisle. We want to challenge stereotypes and gender norms with the help of LGBT Foundation and our Drag Talent – to create something truly wonderful, bold and meaningful, that drives positive change over the next 12 months.”
Joe Mackay-Sinclair, Executive Creative Director of The Romans said, “In a world of woke-washing and one-off charity partnerships, Method’s long term commitment to challenging stereotypes perfectly demonstrates how brands can meaningfully and relevantly engage with not-for-profits.”
Our campaign subsequently appeared in a series of out of home and print ads.