This commercial for Tide detergent featuring a tomboy little girl and an "oh-so-pink-obsessive" mom has caused a bit of controversy. Some are upset to the point of flinging F-bombs at Tide in the comments of the video. Personally, when I saw this ad on TV for the first time, I backed it up and called my daughter into the room to share it with her. We both had a good laugh.
You see, my daughter was one of those girls who insisted on wearing Tony Hawk clothes from the boys section. Now, she's 20 and hasn't worn a dress since she was about 8 and was bribed to wear one in my sister's wedding – where she was the flower girl. And I'm okay with that (the not wearing a dress part). So is her mom. We all found the ad something we could relate to on one level and funny, in that we could make fun of the mom who was trying to get a grip and be happy. She wasn't trying to push the girl into her model of femininity, but she was wishing for it.
I understand those who are unhappy with the ad, but I really think it's more about making fun of the mom than striking one for standard middle America gender stereotypes. So, what do you think? Offensive or funny?
Tide – Hoodies & Cargo Shorts
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Mike McClure, Tommy Boy Dad
From a marketing perspective this is a bold move by Tide because rather than just being another ordinary and largely forgotten TV spot, Tide has generated some mild controversy that’s getting a few people talking.
The exposure (including this YG blog) raises top-of-mind awareness and even with some negative feedback, the PR folks will be quick to apologize and then effectively continue the conversation and receive more exposure.
More brands should dare to be different.
@sciencecreative
Edward:
Thanks for your thoughtful comment. I agree, most detergent advertising is very bland and forgetable. And to get a little extra buzz these days, it pays to be a little controversial. But they didn’t create controversy for controversy’s sake – they still had a strong product attribute message – even though she hoped the clothes were ruined, Tide cleaned them up just fine. Of course, having a daughter like that, ruined clothes would not have gotten her into a pink outfit. 🙂
Mike
Pucker butts.
I had 3 older brothers. Trust me, building car parks from blocks, welding, building radios that worked was far more interesting to me than dressing naked dolls in pink dresses.
I all girl. A science geek and a mother of 2, grandmother of 2.
Tide is probably doing a public service. Less fluff, more ‘get it done’ is what the country needs.
This in my opinion is in no way a slap in anyones face other than those who’d like to see all women in a very femine position at the stove.
LOL! Any comment that starts out with “Pucker Butts” is okay in my book! Thanks for sharing a little perspective, Lauren.
Mike