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Highball
In Blackest Night
01:43 PM on 08/10/2011
Yeah, as has been said by others, I think it's just an effective ad that plays on the character of the mother.
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PlayTOE
Morals evolved due to cooperative group living
01:35 PM on 08/10/2011
The commercial is trying to show generational change, but does not quite get that message across.
nice try to show social change while selling soap, but it would have been better if it worked ... they should have used 3 generations, not just two.
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Lex Anton
Freedom doesn't exist in America.
01:32 PM on 08/10/2011
Seriously it's a freaking color. The genders need to get over it.
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MonthlyBeast
Still working on my nano-bio.
12:56 PM on 08/10/2011
I just look at it and have fond memories of our first daughter in her youngest years. She insisted on dressing in the same kind of clothing that all her playmates in the neighborhood--all boys--wore. He-Man was her hero and when some relative gave her a Barbie (I suppose in what she thought was a well intentioned effort to redirect our daughter's behavior in a more acceptable way,) our daughter promptly cut off Barbie's hair and then threw her in the toy box, never to be sought again. Today that daughter is a happy and fantastic mom, a doctor, and a feminine woman in all the good connotations that relate to that sex. And I got the feeling from this commercial that the Tide mom would be just as accepting of her daughter as we would have been of ours had she continued on her rough and tumble path. I cannot see anything offensive about the ad. We all have preconceived notions about what our kids will be; sometimes we have to just adjust our thinking and accept and love the real person in front of us.
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madame fate
The ego shouts. The higher-self whispers.
01:59 PM on 08/10/2011
My mom wanted me to be the next Shirley Temple. When I was 3 she enrolled me in all sorts of classes: Tap, jazz, ballet, elocution, acting, I even did child modeling on the catwalk. I wanted to play with my brother's plastic army men and tanks. She permed my hair and made me wear frilly dresses which I ruined by climbing trees and playing in the swamp out back. Dolls? omg They were immediately beheaded and banished.

I'm now a mom and I vowed to let my daughter choose what she wanted to play with. Pink was available but she wasn't manic about it. I let my daughter play in oshkosh overalls to her heart's delight. I'm proud to say she's now a teacher and a Detroit Roller Derby Girl! Her moniker is "Cold Fusion" and she's a babe! She's even on a billboard in Detroit promoting the Derby Girls. :)
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MonthlyBeast
Still working on my nano-bio.
02:10 PM on 08/10/2011
What a beautiful story! Obviously you survived and thrived just fine but what a gift you've given your daughter. And of course you're proud of her--who wouldn't be? And roller derby. We go to that here in Milwaukee and what a hoot!
Thanks again for sharing your story. You've got my afternoon off to a bright start despite all the jarring background noise we're experiencing in our so-called civil life.
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smitty1567
03:00 PM on 08/10/2011
No kids here, just a wife who has said from the day we met "my brothers always got the coolest toys" So basically the universal problem is boy's toys are always cooler & more fun & interesting & drive creativity & engaging than girl dolls & toys in general. I'm just a guy with one brother, so I didn't see much girl toys as a child except when my cousin (male) was ripping the heads of his sister's barbies and burning them with a magnifying glass. Oh, the memories...
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madame fate
The ego shouts. The higher-self whispers.
03:08 PM on 08/10/2011
I never liked dolls. I thought they were boring. I had friends that always wanted to play 'Barbies' which consisted of dressing up Barbie, marrying Ken, putting him in a chair and forgetting about him and them redressing Barbie in multiple other outfits. I wanted to pull my hair out. I could not play that "game".

I ended up playing outside with the boys catching frogs and raising pollywogs in the cement mixer and climbing trees, etc.
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hypyrwyf
12:34 PM on 08/10/2011
The commercial is not offensive to me. It looks like parody, with the extreme fem decor.
12:19 PM on 08/10/2011
I took from it that it's more about the mom wanting the daughter to be more like her (the outfit, the way she's sitting, the floral couch, the obviously prim and prissy girlie way) than it is about generic gender role stereotypes. But, the mom character is allowing the girl to be the way she wants to be and loves her for it.

But, even more importantly, aren't we reading way too much into a detergent commercial??
12:34 PM on 08/10/2011
Commercials are most effective when we read things into them. The message the commercial sends is exactly what you describe except that Tide is the device through which this generational detente that you describe is achieved. This is about as good a bang for the advertising buck as you can get.
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BowlingForRevenge
~ rabid yellow dog dem tiger mom & proud of it ~
12:02 PM on 08/10/2011
I think it's cute and everyone should be able to relate in some way.
Maybe you ARE this mom or WERE this little girl.
It's all about breeding brand loyalty.
I wouldn't care how well Tide cleans... I can't stand the smell!
Which is really what sells detergents,
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peachfuzz
my favorite color is pinko
12:13 PM on 08/10/2011
I can hardly walk down a detergent aisle in the stores; need a gas mask.
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madame fate
The ego shouts. The higher-self whispers.
02:57 PM on 08/10/2011
Tide uses animal testing of their products. I do not use Tide.
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VanTroi
11:44 AM on 08/10/2011
Why is the mom so upset that the daughter is a tomboy(butch)? This sends the message that it is wrong to be that way. That's what I thought when I saw it on TV.
12:09 PM on 08/10/2011
Does it send that message? Is the mother figure in this commercial someone that normal people will listen to, or is she just enough off-kilter that we all have no doubt that we're more evolved than she is and that she's being silly? The winner in the commercial is the little girl. She's happy, healthy, doing exactly what she wants and Tide has made her mother accept that. I'm guessing most Americans will cast the mother as the miscreant, the daughter as the solid citizen, and Tide as the superhero. I love these commercials. They say everything: Tide can be used on designer clothes, Tide is in front of the status quo, Tide gets out impossible stains. Tide makes your clothes look new longer...The only thing these commercials don't say is: Tide is cheap, but that's a moot point.
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Comtesse Gigi
If you think I care, you're thinking too hard.
12:43 PM on 08/10/2011
I'd be annoyed if my daughter was butch. Sorry, but I think women should be ladies not men. I would accept it my daughter's identity, but that doesn't stop me from being annoyed. It's like filing taxes. I don't like it, but I do it anyway.
02:21 PM on 08/10/2011
Your daughter would always know you were annoyed with her. That's not really accepting her for who she is, is it?
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VanTroi
02:38 PM on 08/10/2011
Why would you be annoyed? Your daughter would be who she was born as not who you think she should be. Maybe you shouldn't have kids if you need to project your own desires on them so strongly.
11:42 AM on 08/10/2011
I don't remember if it was Tide or not, but, IMO, the most offensive commercial was the one where the mom "borrowed" her daughter's shirt (not age appropriate) and made a mess of it then LIED to her daughter and quickly washed it. That was a pathetic character.
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Ktbu Lfu
Tired of people making fun of my micro-bio
11:49 AM on 08/10/2011
I remember that....ridiculous. Mom's aren't supposed to try to dress like teenagers. I swear, if I see another 50+ yr old bleached blond wearing cutoffs and tank tops I'm going to throw up.
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Comtesse Gigi
If you think I care, you're thinking too hard.
12:39 PM on 08/10/2011
Be prepared to lose your lunch in 3...2...1...

However, I didn't see that woman in the commercial as being 50+. She looked like she was a young 40s-ish woman.
11:52 AM on 08/10/2011
That was Tide too. As was the one in which the father wipes his hands on his daughter's mini-skirt. These commercials are all designed to get you to root for someone, and in the end, to root for Tide. The commercial you mention could have featured a roommate, but that wouldn't have created the same kind of tension you get when it's authority vs subordinate, elder vs younger, the person who should know better vs the person who shouldn't... In the commercial you reference, the mother is pulling out all the stops to salvage her dignity and status.
04:01 PM on 08/10/2011
Great post. I've seen all the tide commercials; they're nothing to take serious but in the end, Tide wins out over whatever challenge the person faced.
11:40 AM on 08/10/2011
That is an extremely effective commercial. It's a realistic situation. I know women like her. It's not advocating anything or rejecting anything. You don't have to like it or not like it to go away from it knowing that Tide gets out crayon. Which is profoundly amazing. I am a Tide user. I think it's the best detergent on the market. It is also the most expensive. Because of the economy I've been shopping generic products wherever possible and thought about doing that with detergent the other day. I didn't. That's what Tide is faced with, though. When people don't have jobs to go to, when they don't socialize as much anymore, they have time to soak stains and spot treat them and besides, even if the wash doesn't come out completely clean and fresh, where are you going that people who matter are going to see you anyway? This is the perfect commercial for the current environment. I'll tell you the most offensive part of this commercial: It's that the mother wants perfectly good clothes to be destroyed. It makes me root for Tide. Yay!
11:31 AM on 08/10/2011
Like most commercials out nowadays, it's stupid and it should not have been made.

Moving on.
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peachfuzz
my favorite color is pinko
11:10 AM on 08/10/2011
I found it informative; Tide gets out crayon mess. These polls need to have better options.
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Collin Lowry
11:15 AM on 08/10/2011
Personally, I learned that acting isn't second nature to everyone. Yep, this was very informative.
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peachfuzz
my favorite color is pinko
12:11 PM on 08/10/2011
LOL, I bet we both sat in the back seats in classes.