The fight for equal pay may be well-publicised, but women are still left to most of the housework behind closed doors. And while advertisers are shifting away from out-dated ideas of macho cleaners and domestic goddesses, how can men be convinced to pull their weight in the home?

Cillit Bang’s long-time spokesman Barry Scott has been swept away as the brand seeks to make household chores more appealing to the modern man. But can a Flashdance-inspired ad with Hollywood production values really get blokes more excited about scrubbing their bathrooms and kitchens?

Nearly 30% of both UK and US households are single. And of those aged 25-44, there are more than twice as many men living alone as women. It's been described as the greatest social change since the baby boom, but how are brands responding to all these men choosing to ‘go solo’?

Seven in ten Brits don't have time for chores, with nearly 60% sometimes describing their home as a 'pigsty', while one in ten haven't vacuumed in a month. Can Dyson’s 360 Eye quash claims that robotic vacuums don’t work, and let people clean their homes at the flick of a button?