The ad campaign was launched during the end-of-year holidays in Argentina and Uruguay. The aim was to raise awareness about the issue of unequal distribution of cleaning duties and inspire a shift in mindset towards a more equitable distribution of tasks during holiday celebrations. The campaign used humor to make the message more memorable and unmissable.

In the film, a group of dinner guests make dubious excuses to avoid doing the dishes after a holiday meal. As they wash their hands with soap and offer their hilarious justifications for passing up on helping out, the ad encourages viewers to "Don’t wash your hands of washing dishes" and work together to share the cleaning duties during holiday celebrations. The humorous approach is meant to raise awareness about the unequal distribution of cleaning duties during Christmas and New Year's dinners, which often fall disproportionately on the hosts.

The marketing campaign allocated a budget of 3.7 million for TV ads, which was equivalent to 47 prime-time spots and open TV. The campaign achieved 67 GRPs in three days, which was below the benchmark of 90 per week. The campaign invested 500K in YouTube ads, which resulted in 2.5 million impressions and a view-through rate (VTR) of 29.41%, meeting the benchmark. The campaign spent 890K on influencer marketing, with 12 profiles used to promote content, resulting in a 92% increase in impressions compared to the target and a 3.1% engagement rate. The campaign generated a 149% increase in mentions on Twitter compared to other months of the year. In summary, the marketing campaign invested in TV, YouTube, and influencer marketing, which generated a significant impact on impressions, engagement rate, and mentions on social media platforms.