Cold logic. The advertisement defines life as something that is not doing chores. Therefore people who do chores are not living. Whether that makes them "subhuman" does involve some interpretation, but if you call someone "not alive" you aren't exactly complementing them.
If the people you hire to do your chores are doing something other than "living life", to me that implies they aren't really human. (Since living life is sort of part of the whole human thing.)