Yes, Procter and Gamble, makers of Tide laundry detergent, thinks lying is cute, and that Americans will run out and buy a product advertised as useful for assisting lies.
And who knows? Maybe they’re right. We certainly wouldn’t expect a corporation or an ad agency to see anything wrong with lying, since it is business as usual for them. They probably don’t even realize such messages are corrupting.
The new TV ad for Tide and its new “Acti-Lift” secret ingredient (It’s called “Closet Raid”; you can see it here…) shows the heart-warming saga of a teenage girl who trustingly asks her mom whether she borrowed a favorite green blouse. We see flashbacks of Mom dancing and partying in her daughter’s missing blouse, and then she answers her daughter by saying that the blouse “isn’t my style.”
Then the ad shows Mom secretly retrieving the blouse, which she had soiled during her nocturnal exploits, and using new Tide (with Acti-Lift!) to remove the stain. Later, her daughter is seen wearing the now-clean blouse, as the mother innocently asks where she found it. As if she didn’t know.
Nice.
A mother uses her daughter’s property without permission, lies about it, and lies again.
I wonder if there are effective ways to sell soap that don’t involve endorsing lying to one’s child, or that won’t give children the impression that it’s completely normal and acceptable to behave this way. Commercials like this one are meant to depict normal, everyday Americans, and Proctor and Gamble not only seems to be saying that normal American parents lie to their kids for selfish reasons, but also that there’s nothing wrong with that.
I use Tide, or used to. No more. You can do what you want, but as for me, to hell with Acti-Lift. From now on, I’m a Wisk man.
It’s got “Stain-Spectrum Technology!”
(To read my more recent reflections on the controversy over this commercial and its significance, go here.)
(To read a more thorough critique of this commercial by someone who finds it incompetent and unethical, go here.)
_____________
UPDATE (12/28/10): For the record, I don’t see anything unethical about the latest Tide commercial, in which a father expresses his disapproval of his daughter’s super-short white mini-skirt by secretly wiping his hands on it, presumably to render it unwearable, and Mom washes the skirt with Tide, thus foiling Puritanical Dad’s scheme. The father’s conduct is sneaky and wrong, but at least it is motivated by concern for his daughter. How you feel about the rest of the drama depends on what you think is appropriate dress for young women, and how old you think the daughter is supposed to be. If she’s 22, I’d say the father is completely out of line. If she’s 15, however, the mother is insane.
The theme in these Tide ads seems to be that parents are incapable of acting more maturely and responsibly than their children. That may be a comforting myth for kids, but it sure is a strange attitude for the makers of a product that is mostly bought by grown-ups, who resumably don’t snatch their kid’s things and lie about it, and are forthright enough to question the propriety of an age-inappropriate skirt directly rather than secretly soiling it.
Ethics Alarms 
Holy cow, dude. Calm the fuck down. It’s a commercial for soap. No one–I repeat, NO ONE–is basing their moral education on what they see in commercials for detergent. This is another prime example of people sitting around waiting to be offended.
Imagine the opposite. A girl asks if her mom has seen her shirt. Mom says yes, it’s in the wash, sorry but I got it dirty last night. They laugh it off, and thanks to Tide, there’s no problem. Yay! I’m sure that marketing guy would keep his job for a long time.
But wait… Then you would be upset that a supposedly respectable mother would go out partying (probably drinking, maybe even a one-night stand) in the first place. Where are her values? Instead of going to clubs, shouldn’t she be teaching our children responsible parenting.
Jesus Christ, I can’t believe there is someone freaking out about something so inane as this. I can’t even imagine what this site has on its other pages. I can’t bring myself to stomach them if they are anything like this.
Move on, dude. IT’S A FUCKING COMMERCIAL ABOUT SOAP! There are more important things to worry about.
I love this comment, I really do. It is based entirely on criticizing assumptions the original post didn’t make, and imagined conditions that don’t exist.
1) I am perfectly calm. I haven’t lost a wink of sleep over the commercial. Wisk is damn good. 2) Nobody says that a Tide commercial directly influences anyone’s conduct. But culture and attitudes are created by approval and disapproval of conduct, including that represented in fiction. I’m not going to argue this with you: it’s true, and anyone who knows anything about how societies organize themselves knows it. What would a really boffo commercial that uses a rapist as its hero say about our culture? It wouldn’t have to create rapists to have a negative effect. 3) The fact that the commercial in question has been seriously edited so the mother says NOTHING proves that it was found to be culturally offensive, and had to be fixed by Tide. That ad exec failed. 4) No, there’s a big difference between showing parents lying to children rather than taking responsibility for their actions, and showing them partying. And you probably know it. Argument by exaggeration, badly executed. 5) There are 1001 other posts on this site. Why this one has attracted so much attention…including from you—I have no idea. I’ve been amazed. But I’ve written about 999 posts on far more important things, and the Tide commercial is the what YOU chose to read about, and chose to comment on. As I calculate it, by your own definition, you have concentrated 100% of your energy on the Tide commercial, while this site devotes about .1% of its space to the matter. Who is the inane one? 6.) Punctuating a lame critique with “fuck” doesn’t make it any better. Normally I’d edit it out, but it suits you, somehow.
I agree with benbobbins. Its a soap commercial. It is cute and funny. It plays on America’s uprightness about the human body. And God forbid a girl looks good in a skirt. We can’t have that. Perhaps a tide should be washing a burka. Why are you bring up commercials with rapists?? Clearly you have a thing against females.
Well, Ben. I, for one, am worried you may have procreated. I hope not. There are enough children who will become wards of the state already.
Totally agree! People overreact about the dumbest things.
My Mom and I have been talking about Tide’s new/old commercial for months, so much so that we fast forward or mute the commercial when it comes on our TV’s. We have STOPPED using this product as well, since this commercial has aired. We think it set a bad example in our house since we DO NOT LIE to one another.
There is something mentally wrong with you to stop using a product all together because of a commercial. Just admit you don’t use it because its to expensive or doesn’t work, but to blame the commercial. Thats nusto
It’s not rocket science. One patronizes companies whose values one trusts, and withholds business from companies that are corrupt or that display bad character.Is this really hard to comprehend?
okaay so jack i am just now readin some of these posts you put up here and i must say that after readin just two i am already sick of hearin you talk!!! commercials are commercials they are made to get people to use their products not to influence lyin which btw it doesnt!! i really dont see the big deal so what a mom lies its not like anyone hasnt told a lie before and so what a teenage girl wears a short skirt which really isnt that short just to let everyone know!
Hi, Emily.
The word is READING, with a g. Also, HEARING with a g. If you’re going to rude, at least utilize a spell check. Or common sense.
Okay so I’m not a fuckinG idiot im fifteen I’m in all honors classes and I’m ranked number one in my class! Did you ever think that maybe just maybe I wanted to leave the G’s off? Also it’s: at leat utilize a spell check, or common sense. You managed to forget your comma and put a period in there instead. Now tell me who the idiot is?
Um, no, actually, the period belonged right there. If you’re going to be an obnoxious brat, you might want to spell “least” correctly. The only typo I made was omitting the word “be” from “If you’re going to BE rude”. You, little girl, need a time out. Or a spanking.
Actually, Emily, your posts caused me to work on a policy for fixing typos in comments. If you want your argumenst to be taken seriously, basic grammar, spelling and punctuation is wise, but not mandatory.
I won’t fix your lack of caps and ‘g’s, I promise…after all, I never know when e.e. cummings might check in.
I find it a little wierd that you think I need to spanked. However you are probably a middle aged woman who has nothin better to do than to harrass a 15 year old girl. Why don’t you go have your own kids and parent them. I am so done with this, I am gettin off and goin on a date with my boyfriend. (I actually have a life unlike certain people.)
I would like to add another aspect to the Tide issues. The non-spill cap leaks all over the bottle, on my floor, on my washer, in addition to my hands. whoever invented the packaging is probably someone who does not do their own wash. I am going to change because I am sick of wasting product and dealing with the mess.
Ah HA! So you aren’t really boycotting Tide just because of its unethical ads!
have you seen the NEW Tide Actilift commercial where the dad wipes his greasy hands on the daughter’s TINY WHITE MINI SKIRT then hides it in the dirty clothes? Then the daughter finds it, shows her mom who glares angrily at the dad… then washes it in Tide – the daughter comes out wearing it (barely covers her ass it is so tight and small) and the mom smiles widely.. then they both look at dad like he is a sad pathetic loser. The daughter even pats him on the head as she heads out on her date looking like a slut, as if to say, nice try you moron but I am really in charge and you have no power here.
so so sad.
LYRICS to the song I SEE GIRLS from tide commercial featuring a Father, Mother & Teen Daughter….disgusting…..Tide will no longer be purchased by me. (video is on you tube….”I See Girls by Studio B”)
I see girls,
here there and everywhere
short skirts long hair
love it when they walk yeah
I’m on cloud 9
you look so fine
can’t wait to make you mine
I kinda like the way you walk past
gotta take a glance
body shaped like an hour glass
pulling up to my bumper so hot
you work so hard like the way you work it
I look first, you look back,
attracted to the way you shake that,
yo, I know you can’t fake that,
so bring it over here, so near, I can touch that,
one night just isn’t enough,
I wanna have you givin’ it up,
So put ya number on the back of my hand,
you got a man, but i got other plans,
so baby girl, c’mon up oh..
[Chorus]
Ohhhh…
you know i see you girl
you know i want you girl
cuz your driving me crazy
Ohhhh…
you know i see you girl
you know i want you girl
cuz your driving me crazy
Driving me crazy…
I see girls,
here there and everywhere
short skirts long hair
love it when they walk yeah
I’m on cloud 9
you look so fine
can’t wait to make you mine
I kinda like the way you walk past
gotta take a glance
body shaped like an hour glass
pulling up to my bumper so hot
you work so hard like the way you work it
one night just isn’t enough,
I wanna have you givin’ it up,
So put ya number on the back of my hand,
you got a man, but i got other plans,
so baby girl, c’mon up oh..
[Chorus]
Ohhhh…
yknow i see you girl
you know i want you girl
cuz your driving me crazy
Ohhhh…
yknow i see you girl
you know i want you girl
cuz your driving me crazy
Driving me crazy..
cr..cr..crazy
cr..cr..crazy
Driving me crazy..
[Chorus]
Ohhhh…
yknow i see you girl
you know i want you girl
cuz your driving me crazy
Ohhhh…
yknow i see you girl
you know i want you girl
cuz your driving me crazy
Driving me crazy..
Driving me crazy..
crazy, crazy, crazy,crazy,
I see girls
here there and everywhere
short skirts long hair
love it when they walk yeah
I’m on cloud 9
you look so fine
can’t wait to make you mine
I kinda like the way you walk past
gotta take a glance
body shaped like an hour glass
pulling up to my bumper so hot
you work so hard like the way you work it
Crazy, cr..cr..crazy,
cr..cr..crazy,
cr..cr..crazy,
Driving me crazy,
I see girls,
cr..cr..crazy,
cr..cr..crazy,
cr..cr..crazy,
Driving me crazy,
I see girls!
I find the Tide with acti lift commercial (the one with the Father, Mother & Teen Daughter…and of course the short white skirt & music/lyrics by “Studio B”) to be very offensive and distasteful. Enough so that I have written to Tide and I will no longer purchase their products. The commercial would not be as offensive if it was without 1) the music by Studio B…song called… “I see girls”) 2.) The Daughter & Mother decieving the Father & then patting him on the head like one would a pet puppy. All along Mom is smiling ear to ear and looks like “Hah…I won this round”, Plain disgusting & tastseless….I am attaching a link/address to you-tube to the actual music video of the song that is playing in the background…If you get a chance listen or even look up the lyrics to this song….really inappropriate and most teenagers will know the entire song so when they hear this on the commercial it says so much more than just that one little excerpt (which is about the only part to the song that Tide could get away with using). I find this to be so disturbing especially after watching the music video that is so clearly a huge part of this commercial…down to the little “short white skirt”. By the way, I am not an over reactive, conservative who wants TV to be like it was when “Father knows best” was on….just saying…
For the video just go to you tube and put in search …Studio B “I See Girls” (title) and it should come up. I have also posted the lyrics (above this reply or perhaps below …but really the video is the best representation you can get…This is trash…Tide should be so ashamed
especially after I saw the video….
Thanks for the lyrics…I wasn’t familiar with the song.
I think the commercial is in dubious taste, for sure. It is the old story of the protective father wanting to keep his daughter sexually pure, and the mother aligning with the daughter to allow her to express her sexuality. Dad is, in this story and the commercial, a clueless old fuddy-duddy, hence the pat on the head. Do I think mothers should encourage their daughters to be slutty (the song lyrics make this an issue, I agree)? No.
Can one be legitimately offended by the ad’s morals? Yes. But strictly speaking, I don’t think it’s unethical. And if the father objects to the skirt, he should object to the skirt, not wipe his hands on it.
Jack, yes he should object in a more assertive way! I was offended more by the lyrics to the song that is more than just background music. It is central to the theme of this entire 30 sec. spot. Yes I know it is only a 30 second spot but if you or anyone else get the chance look at the actual music video…that after hearing on TV our kids can easily look up on You Tube. I think you will see why this is such a disgraceful way in which to do business. No one is responsible for raising our children but ourselves…however (especially after the viewing of the video my only question really would be…. is this really necessary Tide? It certainly does not help anyone and I believe more parents would be upset over this if knew or if they could/would take the time to check it out. What we old “Fuddy Duddys” hear…well, so do our children….and commercials are open for all ages…… WORDS ARE A VERY POWERFUL MEDIUM, Especially when Paired with music (or a catchy melody) That does catch our children’s attention/ear….no matter the age. Also, as a Parent & Grandparent along with other Moms & Dads…we all know that before even watching a “program” on the Television our kiddos are drawn to commercials……
I agree that using this song is inappropriate. My field research does indicate, however, that the teens who have seen the commercial had no idea what was being sung, and were not moved to check out the song. That doesn’t excuse Tide, but other than the song, I’m not sure Tide is endorsing bad conduct—there is sympathy for the father here.
I do hope the father has the consideration not to raise the pat on the head when his daughter gets knocked up by the guy with tattoos up his arms. But I won’t blame him if he does.
Jeff, I AGREE with your comments 100% and couldn’t have said it better myself. I was offended by this commercial. Dads are made to look like buffoons and the Mother is the hero. Television has been on this track for quite some time. No wonder there is no discipline in homes today.
Ok, to restate whats already been said, Its a laundry detergent commercial, no girl is going to say “Oh that girl in the Tide commercial wore a short skirt so I should too”. Second, The skirt is not that short, that skirt would be considered in uniform at my CHRISTIAN private school. calm down sir, its gonna be ok
i agree with you completely that skirt is totally dress code at my school and i havee worn skirts shorter than that before and didnt get in trouble and no one thought i was a slut…. i honestly dont see the big deal it is just a commercial people need to suck it up and get over it!!
I, too, attended Catholic school. And we were NOT allowed to wear skirts that short. Could be why NO ONE in my class ended up a teen mom on welfare. The said cannot be said for today’s teens. Wisen up.
I had to look on the net to see if anyone else had a problem with the new Tide commercials. I dint sit around waiting to be offended. I have always used Tide as my mother has. But after the horrible green shirt commercial I thought of changing detergents. Now after seeing the one where the mom loves how her daughter’s extremely short mini skirt looks, I am never buying it again. I’m so glad I have 2 sons. I feel really sorry for people who are having to raise their daughters in today’s world where mean, slutty
completely selfish girls are glamourized on television reality shows, movies, commercials and dominate the tabloid ‘news’. I’ve heard a lot of horror stories from friends about their daughters friends or classmates. I think an old & respectable product like Tide would resist such cheap sexist commercials.
i still dont see how it is slutty to where a skirt that goes above your knees people need to understand that times have changed and girls arent wearin poodle skirts anymore!!
No, they’re dressing like hookers. And then using the system to pay for their kids with no daddies. Yes, times have changed. For the worse! And for the record, I’m in my 30’s… Not some fuddy-duddy great-grandmother. Girls today have NO RESPECT for themselves, and these commercials are encouraging that. Anyone who thinks otherwise is most likely in a drug induced haze from too much partying themselves.
First of all this comment can be insulting to a lot of people.. You are implying that all females today have no respect for themselves (and yes you did type that, it does not say some girls). I’m a young female (23) and I own some short skirts but I don’t think I look like a hooker and I am not a single mother either. Just because a lot of women dress like that today does not mean that they do not have respect for themselves. Me for example I have really good morals and values, I have never touched a drug in my life, I don’t party (so that is not the reason I disagree with you as you are implying) and I am in University, and sometimes I wear short skirts or short shorts but that doesn’t make me a bad person or mean I have no respect for my self. Personally I think you are very judgemental because you categorize all females who dress a certain way slutty or that they look like hookers, and you also imply that women who dress in such a way will have sex with whoever and become pregnant and live on welfare… Most teen mom’s do end up teen mom’s because they dress a certain way, usually there is something else going on in their lives that causes that.
I agree with the comments on the disgusting ethics within the tide commercials. First the lady out partying in her daughters shirt and now the daughter in a short mini skirt, it is just ridiculous! I do not use tide and havent since we started making our own laundry soap. The unfortunate thing is, unless you do away with cable entirely (which we are considering) this junk is everywhere!
I think everyone needs to relax. Its just marketing. The point of the mother wearing her daughter’s sweater was to show that she is a mother who is still having fun in life and able to wear her daughter’s clothes (and how many daughters have borrowed something and hidden that fact from their mother) and the other ad is just a father who doesn’t want his “little girl” going out in a short skirt but gets foiled, as fathers often do. I’ve seen shorter skirts on 11-year-olds nowadays, unfortunately (which is another story and totally unacceptable). Just enjoy the commercials for what they are or switch the channel.
I’m sorry, but “It’s just marketing” is a cop-out. Marketing is part of a cultural discussion, and its attitudes have influence. The green shirt ad represents a mother lying to her child as cute and acceptable ( citing the fact that children lie to mothers—justifying the reverse? Really?—is just adopting a facile rationalization). The culture has spoken on this one: Tide no longer shows the original version. Now the mother just shamefacedly sits silent.
I agree that the skirt commercial, while annoying, doesn’t cross the line into unethical conduct by Tide, but again, you really have to kick that rationalization addiction: the fact that younger girls wear shorter skirts doesn’t make a teen setting out to be sexually provocative with the support of her mother any more appropriate. It’s irrelevant. I agree with other commenters that Tide’s choice of song in that spot is offensive.
Telling people to “turn the channel” is also a cop-out: you have to see the thing once to know to turn it. And viewers don’t know when particular ads come on, unlike scheduled shows. This just isn’t a solution.
Well, advertisers have used sex to sell products for decades and it’s not going to stop because someone doesn’t like the Tide commercials. I think you need to get over it. If you don’t like the commercials, don’t buy the product. I ignore commercials until I hear a song I like. In this case, my attention was drawn to the “I See Girls” song and I wanted to see what they were advertising. P.S. I don’t think the mother sits shamefaced, I think she’s thinking about the great time she had in that sweater.
The point is, she doesn’t TALK any more. Why do you think that is?
You do know this is an ethics site, correct? That the objective is to assess the ethics, professional or otherwise, of public and private conduct? Thus you comprehend that describing a commercial as, in the case of the shirt, unethical (because it endorses parents lying to their kids) or obnoxious, as in the case of the skirt, because it winks at a mother easing her daughter’s entry into slut-hood in defiance of the father’s wishes, has nothing to do with presuming such things will stop, but merely to keep some standards visible and in place. Right? Because “get over it” is really not much of a contribution to anything but apathy.
I wouldn’t say that white skirt turned the daughter into a slut. If she is a minor, the parents probably bought her the skirt and, if she is an adult, it’s not their business if she wears it anyway. She could be any college student today. Wake up. It’s 2011.
The song pretty much settles the slut issue, at least as far as the commercial’s writers are concerned. Why do you keep saying things like “Wake up! It’s 2011!” ? Because people in 2011 choose to behave in inappropriate ways doesn’t make it appropriate. A society doesn’t have to sit idly by and let moral and ethical standards drift. I said in a post above that the fact that we don’t know how old the daughter is takes ithe ad out of the clear-cut offensive category, Please read what I write before making redundant comments, okay?
I actually just came on here to get the name of the song in the commercial because, as I stated, that’s what made me actually look at the ad. Thanks to all you “moral” and “ethical” posters who want to decide whats right and wrong for everyone else for giving me the name of the song. See ya.
Because teenagers can’t buy their own clothes? I hadn’t realized there was an age restriction on slut-wear! Funny, I’ve never been carded in the lingerie department!
The problem isn’t the Mom still enjoying her life… The problem is the Mom LYING to her daughter! Knock-knock! Hellllloooo?
look dont listen to that jack guy he obviously has something stuck up his ass….. and i agree with you completely i also think that you are completely right about the skirt commercial it is just like a dad who doesnt want his daughter to grow up but the mom lets her be herself and wear what she wants!! i love it and the skirt is really cute
Let me know when you’re on welfare so I can stop paying taxes. From the sounds of your attitude, it won’t be long now!
Note: I just rejected a comment from the e-mail address “eatshit@gofuckyourself.com” If this was a real address, I apologize; please send me a message of site to prove it.
I stumbled upon your site by accident after someone on FB questioned the father/daughter/mini skirt commercial. I must say, I agree with you 150%! For the record, I’m 37 and a mom of a 2.5 year old daughter who will NEVER dress like a slut as long as I’m breathing. Did I dress innappropriately in my teens? Yes, but NEVER with my Mother’s approval! And we certainly never treated my Father like an idiot. My Dad was just as protective as this one is portrayed, and that’s why I wasn’t a teen mother or on drugs. Because he cared.
I know a mom who has two daughters, and she ENCOURAGES them and PRAISES them for their slutty behavior and underage drinking, because that’s how SHE got approval at their age. They’re 20 and 16 btw. The 16yo has been attending “blow job parties” for the past two years, and the mom says its ok, because she’s just “exploring her sexuality”… HUH?
Thank you, Jack, for caring. We need more people like you.
I can see where you do not like this commercial. But, I am a 14 year old girl and this is one of mine, my father’s, and my mother’s favorite commercials. We all laugh when this is aired. If I wore a skirt ridiculously short my father would not approve but he would tell me that, not try and ruin my skirt. Wearing that skirt does not make her a slut. I understand but it’s really not that bad.
i agree i am 15 and i wore a short skirt once (WAY shorter than the one on the commercial) and my dad said before i even left for school that he thought my skirt was too shirt but i told him it wasnt that short and i went to school…. and my family doesnt have a probleem with the commercial i dont know why a few other people do.
So why you so interested in Tide? Seems narrow to me….there are sports entries a more eclectic softball chick would find interesting.
i dont know why you think i can only be interested in sports things just because my e-mail address has softball chick in it does NOT mean that sports is all im interested in now that seems a little narrow on your behalf. does it not?… and its not that im interested in tide i could care less just as long as my clothes get clean if it was saay oxyclean who made a commercial like that i would be sayin the same exact things… it doesnt matter!!! why dont you try to make a commercial thats good and get people to like it.. its not as easy as it sounds…. some people might not like it but at least tide knows that people were watchin and actually cared
You missed the point, Emily. There are 2000 posts and rising here, and you said you had read exactly two: the ones regarding Tide commercials. My comment was to suggest that it is you who are putting disproportionate importance on an issue that is less than 1/10the of 1% of the commentary here. Read some other posts before you suggest that I shut up. (You have, what, 5 posts, and they’re ALL about Tide commercials.
i read 2 of yours but i had read other peoples too.. and i wasnt sayin shut up as in your wrong i was sayin shut up as in i didnt like how you were bein rude and actin like a complete know it all when you commented back on somethin and the reason all of mine were about tide was because i havent had time to look at other posts because i actually have a life
Of course she missed the point. She’s a CHILD with absolutely NO IDEA about the real world!
Let’s encourage her to keep reading.
I agree that the Tide commercials are distasteful and banal, so much so that I contacted Proctor and Gamble and told them so. This was their response:
Thanks for taking the time to share your comments about the Tide commercial. When creating this advertisement we wanted to dramatize the scenario, but also make it fun and entertaining. Tide honors and respects every parent’s role and authority in a family and does not encourage disrespect. I’m sorry you feel this was inappropriate. We take your feedback very seriously and will share it with the rest of the Tide team so it can be taken into consideration for future advertisements.
Thanks again for writing.
I could take the time to point out the inconsistencies between this email and the message the ad is sending, but I hate pointing out the obvious. Needless to say, I’ve switched detergents.
If you’re reading this and rolling your eyes because you think that I’m silly for switching detergents based on my disapproval of their advertising, let me remind you that money talks. If enough money talks, Tide will get the hint. It’s the beauty of capitalism.
Exactly. And there is hardly a dearth of options. We have an obligation to support ethical companies and send unethical companies the message that they had better shape up. You’re handling of this was perfect.
The e-mail response is boiler-plate nonsense, and ducks the issue. But if they have to send thousands of them, it get them thinking.
Hi. I commented previously, but I wanted to add that they actually play the father/daughter one on SPROUT! Sprout, in case you don’t know, is a PBS channel for toddlers! My 2 year’s channel! I had once before complained about their commercials (Money Lender, for example. Why should this be on a channel marketed towards babies?), but now I will be writing again. We will NOT be watching Sprout anymore.
Add my voice to those who are completely offended by the latest Tide commercial. I thought that the good folks at Proctor & Gamble had stooped to a previously unseen ethical low with the Tide ad from last summer where the mother borrows her daughter’s green shirt, skanks it on her wild night out and then washes her sins away with Tide once her daughter asks about it. But the latest mother/daughter/father ad beats the other ad by a shameful and unsettling mile.
In my viewing area, the TV stations are running this latest Tide ad on a saturation basis — not exaggerating, this runs at least 8-10 times during a 2 hour newscast, both morning and evening. For those who would say I’m “sitting around waiting to be offended” or make a similarly stupid comment, when an advertiser runs an ad this many times, it’s not by accident, and it surely isn’t free — all of that air time costs them a fortune. The message of this ad is clear: the teenage daughter is free to flaunt her sexuality, the mother condones it, and the father is a fool. And it is repeated over and over again. When I take the step of looking on the net to see if others are offended by a particular ad, and I find a site like this so quickly, it speaks volumes.
I think an excellent sequel Tide ad (to start running maybe 3 years or so from now) would be for the father to pat his corrupted daughter on the head after he stops by her Section 8 apartment to visit her and her three out of wedlock kids. But hopefully Tide and Proctor & Gamble will be out of business by then, and they can take their offending ads with them. I can truly say they will never receive another dollar from my household because of this.
The Comment of the Day! Now posted on the Home page—- Thanks.
That was awesome! I love the “sequel” and agree, that YES! If this was a real-life situation, that’s EXACTLY where this family would be in a few years!
The new commercial with the short skirt is really annoying. My father would have laughed at me if he saw me in that and said, “I know you don’t think you are leaving my house wearing that.” I don’t care if I was 21… “his house, his rules.” My husband would NOT allow my daughter to leave the house like that either (neither would I).
Now, why do all tv shows and commercials seem to treat the dads like stupid little puppies that are being tricked all the time? Ridiculous….
I hope I’m not too late to the Tide with Acti-Lift! party, but for those who say these ads are “just marketing” and don’t have any real impact … the first time I saw each of these ads, I was horrified. With each subsequent viewing I was less and less offended, until they became normal. Participating in unethical behavior starts with it becoming normal, so these seemingly innocuous commercials are actually pushing the snowball down the slippery slope. Those with influence, whoever they may be, must be cautious with its use.
BEAUTIFULLY PUT!
Lianne,
EXACTLY! Very well said! Thank you!
And, to keep the blog updated on my actions, I *did* write to Sprout, although this time I took a different route, and complained on their Facebook page (a nice PUBLIC forum!). Within seconds, I’d had many other parents agreeing with me that these commercials were, at best, innapropriate on a tv channel geared towards babies. Most parents agreed that the commercial was innapropriate on any channel. NOT ONE PARENT said “Hey, its just a commercial!”
We’ve become a Nick Jr household. Thanks, Tide. I was getting more then my fair share of The Wiggles anyway!
I complained to sprout in early January. The tide commercial was of a rapper who sings of getting the girl and the images we see are of all white girls clothes. As a social psychologist, child educator, and father, I was offended by the implications coming across that will make my intelligent 5 yr old girl ask questions.
I was assured that the commercials are never targeted at the child and that my complaint would be passed on.
I thought it was the last place I could trust for an unfiltered hour.
YAY! Good for you for being a PERFECT DADDY to your SPECIAL LITTLE GIRL! She’s very lucky to have a Daddy who cares!
I’m 14 years old and if that had been my dad, he would have worn the skirt too in order to embarass me into not wearing it. Trust me, he would have done that. Personally, I would have never worn that skirt. My parents won’t even have to tell me not to. and whoever said that skirt is cute is delusional. That skirt is one of the ugliest skirts i’ve ever seen and made that chick look like a fat ass.
The girl does not look like a slut. It is summertime in the ad and it looks like Dad does not want his daughter growing up.
He should talk to his girl if he doesn’t like what she wears. Any clothes a girl wears can quickly come off if she wants sex.
If anything, the ads denigrate men and fathers by depicting them as narrow minded, useless or mean people, which I see as more of a problem than a girl wearing a miniskirt like millions of women have for 50 or so years now.
Boy, I don’t know of many women who could get away with wearing a mini-skirt for 50 years…