Friday, December 31, 2010

Wrapping up the year with more Hate from Tide

It only makes sense that in a year where Idiot Dad was the star of roughly one out of every three commercials, my final post of 2010 would feature Cool Facebook Friend Mom outwitting doofus puritan Out of It dad and winning even more Favorite Parent Points from Daughter.

In this episode, Doofus Dad has greasy hands (from doing those mechanical Things Guys Do on the weekend, no doubt.) He notices from the clothesline that his leggy teenage daughter has taken to wearing underwear in lieu of shorts and decides that since he has no say in anything that happens in his own home, the only chance he has of preventing his daughter from being the neighborhood slut for even one day is to ruin this article of clothing with his oily hands.

Well, Daughter quickly discovers the short shorts in the hamper, and presents them to Mother with a "why the fuck did you marry that dick and ruin my life" expression of unlimited disgust. In return she gets a "this is the work of your worthless choad father, all right, but don't worry- Mom fix" nod, and Mom/BFF gets to work repairing the "damage" dad did on Daughter's favorite accessory.

In no time at all, Daughter is back in style- which is to say, she's ready to hit the tennis court and attract guys like moth to a flame with her barely-shorts. Mom heartily approves her daughter's efforts to get laid ASAP, Dad is beaten, yay team.

Message received: All advertising agencies hate men. Especially dads. But nobody hates dads like Tide. Tide wants no misunderstandings with it's commercials- Mom is every kid's best friend. She's also every kid's ally against The Enemy, which is Dad. Dad isn't satisfied to be a clueless slob. He wants to cramp your style. He Doesn't Get It. Thank God Mom Does.

Thanks for the final serving of Hate before we ring in the new year, Tide. Looking forward to seeing what level of family-unfriendly loathing you manage to reach in 2011.


  1. When I saw this ad my first thought was "yay DAD!" I have daughters.

  2. Apparently the people who made this ad don't.

    It seems likely that they do have something for teen aged girls, however.

  3. Much to the chagrin of the spouse, I had one rule for our daughters- If I wore it at their age, they can wear it.

    That means our now-17 year old gets to wear my tasteful, strapless, tea-length prom dress this year.

    But then, he also never tried to ruin clothing. If he didn't like it, he said so. And everyone respected that.

    Oh, wait, I see the difference now...