I actually wrote to the company to say I found it offensive, on so many levels.
Thanks for taking the time to share your thoughts on the Tide commercial. Tide celebrates individual style, and we know kids are creative and sometimes choose to wear what they want - not always what mom suggests.
Our intention wasn’t to convey an unfavorable relationship between the mom and daughter or to express an opinion on what is or isn’t appropriate to wear. Our intention was to play up the humor of what happens when mothers and children have differing style preferences.
Interesting. "Tide celebrates individual style"? Really?
I wrote back again:
I understand that's where you were aiming with this Tide commercial, but your creative team completely missed the mark.
Of course mothers and daughters don't always agree when it comes to clothing choices. I've raised three kids, two of them daughters, so I know what kind of battles teenagers and their moms go through as one side struggles to express themselves and the other struggles to let go (and it's not just girls, btw.) I get that. But what this commercial suggests is that the mother is disappointed not only in her daughter's clothing choices, but where they might lead. It implies that the girl's rejection of pink "feminine" things and her interest in hoodies, cargo shorts and "gettin' dirty" while she plays with car garages are making her daughter kind of butch and possibly (gasp!) a lesbian, implying there is something wrong with this.
What kind of message is that? Gay and transgendered kids are being bullied and committing suicide because society and sometimes their own parents do not accept them as they are. Have you seen the "It Gets Better" campaigns on YouTube?
Say it was a father and son in the commercial, and the son was wearing pink and playing with dolls, and the father expressed disappointment that he couldn't change the way the kid dressed. Would it still be funny?
Kids struggle so hard these days, looking for their own identities while stereotypes are thrown at them from all sides, especially young girls. The fact that this aired during an episode of Teen Mom only adds to the irony.
I took time out of my day to write this because it's important. Thanks for taking time out of your day to listen.
What do you think? If you like, go HERE and tell Tide yourself.