OTOH, to compensate, in their other advertising they showed totally or almost the opposite, here you have Wally, a skinny funny kinda "vintage nerd" bachelor not macho at all, nor what you may call "strong man", in their others they had an housewive piloting an airplane and launching a few tablets as if they were bombs, dirt bombs, kinda US Military... (war years indeed).
Don't recall the words she says...gotta find the videos..
Perhaps, I say perhaps and this is the only thing I can actually think about, not sure if it makes much sense, they wanted purposedly to break the rules and schemes, being their detergent actually a sort different detergent being in tablets...
From what it seems they had a bad reputation in dissolving, and probably, powders were cheaper to use...OTOH, they didn't promise anything else but what other detergents in powders used to, lower suds, whitest whites with the plus of being easier to use, but though not dissolving well and not being as convenient if you had to break them in half to get actually the right dose...oh the old good wives not standing to forced overdosing or underdosing! How I love them!
They needed a reason more than easier to use or whitest whites to get people to switch buying tablets instead of powders..... something out of the ordinary, a reason to make them believe they were too retrograde, not directly, but indirectly giving the idea of new and change through advertising, that reflects also in big changes going through the 60s and 70s in terms of "woman role", youth etc...
So a bachelor stating not needing a good wife to take care of him, and an housewife piloting airplanes were that sort of changes that reflected in their detergents advertising...
But again...not sure how much sense or truth in this...just a thought...still very odd and maybe too forced...but this is the only thing I can think about...
[this post was last edited: 6/5/2014-16:58]