Rosie the Riveter apparently liked cleaning with a Swiffer so much she quit her job

rosie the riveter and a swiffer ad

Because nothing says, “I can’t wait to rush home from my full-time job to start my second shift of devalued, unpaid household labor with my  Swiffer Bissel Steam Boost!” like Rosie the Riveter.

“We Can Do It!”…because someone has to, and it’s not like our husbands are really stepping up.

After, um, swift internet outcry yesterday, Swiffer announced that they “didn’t intend to offend” with the image and “are working to make changes as quickly as possible.” I think if they’re serious about their commitment to “make cleaning easier for all consumers, regardless of who is behind the handle of our products,” maybe they should prove it by keeping the ad exactly the same but featuring a guy instead. That would be pretty groundbreaking, considering that a dude cleaning in Ad Land is almost as rare as an interracial family, and would also have the benefit of actually echoing the meaning of the original Rosie–one gender entering into a sphere historically dominated by the other.

St. Paul, MN

Maya Dusenbery is executive director in charge of editorial at Feministing. She is the author of the forthcoming book Doing Harm: The Truth About How Bad Medicine and Lazy Science Leave Women Dismissed, Misdiagnosed, and Sick (HarperOne, March 2018). She has been a fellow at Mother Jones magazine and a columnist at Pacific Standard magazine. Her work has appeared in publications like,, Bitch Magazine, as well as the anthology The Feminist Utopia Project. Before become a full-time journalist, she worked at the National Institute for Reproductive Health. A Minnesota native, she received her B.A. from Carleton College in 2008. After living in Brooklyn, Oakland, and Atlanta, she is currently based in the Twin Cities.

Maya Dusenbery is an executive director of Feministing and author of the forthcoming book Doing Harm on sexism in medicine.

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