The film, posted on Facebook, asks why women spend 117 more minutes on average than men doing the housework, despite making up nearly half the UK's workforce.
The P&G brand created a version of its washing-up liquid labelled 'Fair' rather than Fairy, handing it to several couples featured in the video to prompt more men into helping out.
The campaign follows on from P&G India's 'Share the load' campaign for Ariel, which asks why mothers are in charge of the laundry. One ad, showing a father apologising to his daughter for setting a bad example and never doing any housework, went viral last week, after being praised by Facebook's COO, Sheryl Sandberg.
Agency: Grey London