The video above features all the characteristics of a good shampoo commercial: lustrous locks blowing in the wind, gorgeous people lucky enough to possess said locks. But this ad doesn't want to just sell hair products, it wants to save marriages.
Created by Leo Burnett Hong Kong for Procter & Gamble’s Rejoice shampoo, the tearjerker spot -- which the agency claims has been viewed more than 40 million times in the past month -- follows a young couple on the brink of divorce. (Hey, at least they have great hair going for them.)
The wife agrees to sign the divorce docs her husband gives her, under one condition: He has to hug her every day for a month at a few carefully chosen spots. We see the couple embrace where the husband proposed, where he professed his love, where they shared their first kiss.
We won't give away the ending, but we're sure you can guess how things end up for these two follically blessed lovebirds.
Marked with the hash tag #BelieveInLoveAgain, the cinematic spot closes with a PSA: 3 million Chinese couples divorced last year (official statistics put the number around 3.5 million), but about 100,000 couples reconciled.
While we're not sure the ad will increase the number of reconciliations, it's definitely a visual treat for the romantics among us. Pass the tissues, please.