São Paulo in Brazil suffers from the worst water shortage in history. Water is not rationed but there is now a campaign to ask motorists not to wash their cars during the drought. That’s not a bad call in a city of 7 million cars because washing a car takes about 500 liters of water.
And what do you do as an advertising agency for such a campaign? Pulling the sexist drawer full of blondes, silicone and dingy males.
Even environmental issues can be solved the sexist way.