We are living in a time where divorce lawyers are making good money. Many happily-ever-afters are dying a soon and nasty death. China is no exception to the phenomenon. Around 3.5 million Chinese couples got divorced last year and a recent Leo Burnett ad for Procter & Gamble’s Rejoice shampoo has focused on this issue. Five minutes long & shown in black & white, the ad is in Chinese and has been watched more than 40 million times in the past month. Within a short time, the ad packs an emotional punch, exploring some landmark moments in the couple’s life, starting with the ending and ending with the beginning of their love. Better than many Hollywood romantic films, the ad is tear-jerking and poignant. The evidence of the ad, being for shampoo, is only seen in the guy’s fixation of stroking his wife’s hair. The ad ends with the message that around 100,000 of the divorced couples in China had reconciled. Trending with the hashtag, #IBelieveInLoveAgain, the brand hopes to tell couples that complicated relationships can be smoothed over. Almost as smooth as their shampoo has made the wife’s hair. The ad raises many questions but it is certainly something new and unheard of. In this topsy-turvy world, anything is possible and shampoo just might be the answer to your marital problems.
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