Can a Shampoo Ad Reduce the Divorce Rate?

In just 4 weeks, American consumer giant Procter & Gamble’s latest shampoo commercial received 45 million Internet views. And, when you watch it, you’ll likely have no idea the product that is being advertised.

That product is the company’s “Rejoice” shampoo brand, yet the ad never shows or even mentions it. In fact, as far as any viewer is concerned, the ad appears to be a public service announcement advocating less divorce and more re-marriage in China, where the marriage failure rate is climbing rapidly.

“We believe that no matter how complicated relationships can be, there’s always a way to smooth things up,” noted Proctor & Gamble’s general manager for hair-care marketing Terence Lam. “As a brand devoted to smoothness and love, this is a position worth taking, having a strong point of view on this cultural phenomenon.”

If you’ve been a longtime visitor to leaderhelps, you know that I believe strongly in the demonstrative power of story – especially story in the form of a film – to impact the way people think and behave. So, if this little commercial can deepen its viewers’ commitments to their marriages, let it play!

What do you think?