In this late 60s/early 70s advertising campaign, Madge the manicurist shocks her clients by telling them she's soaking their hands in Palmolive dish washing detergent. "It softens hands while you do the dishes," Madge promises.
The telephone can be a wife's best friend. Helps her get everything done. Saves her wrinkles. Saves her time. Saves her budget, too. A bargain without the hunting. We may be the only phone company in town, but we try not to act like it.
In case you're wondering why this old AT&T ad would be considered a sexist ad, one reason is that it supports the notion that being a wife is the defining role of a woman.