Well there is an element of cultural signaling going on. Washing up liquid like 'Fairy' in the UK usually feature an attractive mother in a middle class white h

Well there is an element of cultural signaling going on. Washing up liquid like 'Fairy' in the UK usually feature an attractive mother in a middle class white household dealing with the state of their children's (usually boys) clothes after they've come home from soccer practise or school or what have you. The ad isn't saying Beyonce endorses the product, but it is saying that yes! you too can be like this supermom and effortlessly and jovially clean your kid's clothes for school tomorrow, so you look like a neglectful parent thanks to Fairy. Trust Fairy. Live Fairy. Fairy is love. Fairy is life.