Tag Archives: Leo Burnett

Romantic commercial aims to end divorce

Proctor & Gamble has a big hit in a shampoo commercial aimed to reduce divorce in China. The romantic spot (which doesn’t mention Rejoice shampoo) has reportedly been viewed 40 million times per month in that country. You can watch it below with subtitles. There are between 3 to 3.5 million Chinese divorces annually, but the commercial offers hope by sharing that 100,000 of these couples decide to remarry one another.

Critics say the strategy is insulting or overly sentimental, but you can’t argue with the numbers of fans. They may have hit on a brilliant strategy. What do you think of this style and message, which seems to say, “It ain’t over til it’s over. You can start again. You can love again.” One thing I liked was that the actors conveyed the hurt and anger at the beginning, and then through physical touch were able to move beyond those. Is it too cheesy or overly commercial, or does it work? How about the tagline #believeinloveagain?

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