Is This Rosie The Riveter Swiffer Ad Incredibly Sexist?

Backlash is growing against an insensitive Swiffer ad starring a woman dressed up like Rosie The Riveter holding a mop.

1. Instagram user @hbeschizza spotted the ad for the Swiffer Bissell Steam Boost, captioning it “We can do it! Because cleaning kitchens is a woman’s work. #swiffer #sexist”

2. Boing Boing’s Jason Weisberger called the ad a “clear tribute to an important historical image done in such a way as to piss on its legacy.”

3. This isn’t the first time that Swiffer has gotten some unwanted attention for potentially sexist marketing:

Britany Nola


Has anyone else noticed how sexist the swiffer commercials are?

Kate Bauer


Dear Swiffer: thanks for setting America back 50 years with your ultra #sexist commericals. All genders and sexes can clean, you know. ..

Lexi Lersch


“I called swiffer to say their commercials are sexist.Oh I fulfilled cleaning the house now I can read a book to my child. Like no” #sally

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