I try to maintain a sense of humor about ads, but I really do not like the new series of commercials for Tide with people explaining how they get their clothes dirty. I know they are intended to be funny but I find them annoying and the one with the “girly” mom complaining about her cargo-pants-wearing daughter really bugged me. So I was very pleased to see a very thoughtful commentary on the Tide ad from Lauren R. of Representing America.
Tide may be making fun of this stereotypical perfectionist housewife. The elaborately decorated living room, the pink cardigan, sensible haircut; it all fits. Is this commercial trying to present satire? If so, I don’t think that they were obvious enough about doing so.
The satire presented is also sexist in its own way. The mother is portrayed as uptight, reserved, and repressed to the point of (maybe?) being humorous….Either way you look at it, this ad is probably sending the wrong message.
Who are they making fun of here? The little girl in the cargo pants who likes to get dirty or the mother who wants her to wear pink? Either way, it is definitely sending the wrong message.