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well, they're still the minority doing that.
I can imagine the board of directors smiling at this, sadly. It speaks to their target audience: housewives and a new generation of women wanting to be old-fashioned housewives.
They won't buy it because they'll clean, but because of how it makes them think of their idea of nice old days in which women didn't have so many responsibilities and doing housework was actually considered worthy.
A lot of women feel let down because now they're expected to be successful professionally and make lots of money, to be educated, to be excellent modern devoted mothers always updated with the latest how-to-raise-your-child studies, intelligent & hard-working, sexually active (and by that read: always willing to act like a porn star and never say no (mood killer)), following fashion trends, pretty, nails done, make up done, always perfect waxing and brazilian (no excuses), THIN (go to the gym, read, exercise and eat the healthy stuff at all times) also HAPPY, SMILY and NURTURING. She must never complain (after all, women got their rights now SHUT UP about it), she must never be unhappy (isn't that a sign of weakness? didn't you women wanna be strong now? now prove it), pretend she doesn't feel there's sexism AND keep the house clean.
It's not surprising some women would vaccum cheerfully. It's not even surprising that ad is appealing.
Most women I know (myself included) would give everything to have one single day to simply clean and cook, no other responsibilities.
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