Fairy Liquid: Baby

1969
Sound
1m

Who doesn't want bubbles, clean dishes, and hands as soft as your face?

Hands that do dishes can feel soft as your face'. A household name brand in Britain, Fairly Liquid's TV ads have been offering bubbles, clean dishes, and soft hands since it was launched in 1950. And as this baby shows, the kids always want the Fairy bottle before Mum has finished with it.

What Women Want?

Caring mums, hard-working housewives or independent, fun-loving 'new women' - the female consumer has long been a target of screen advertising.

In the cause of selling anything from baked beans to washing powders to all manner of labour-saving devices, advertisers have promised to make women's lives easier and to help them build happy homes and successful relationships.

There's no getting past the fact that women have all-too often been patronised and objectified by a male-dominated advertising industry. But screen advertising also tells (and sells) a more positive story of social progress for women, with increasing social and economic independence. This collection tracks the ups and downs of female empowerment in the 20th century, with its false steps as revealing as its forward ones.