A spec ad for Tide to Go directed by Mark Nickelsburg pokes fun at same-sex marriage opposition.
The video features two men walking towards a church on their way to get married. They’re suddenly stopped by a Bible-toting woman who proclaims, “How offensive! I won’t let you blemish the sanctity of marriage.” When the men attempt to defend themselves, she reaches out with a Tide to Go pen and removes a stain from one of their shirts. As she walks away she says, “Carry on, boys.”
The product then appears on the screen with the slogan: “Never tolerate the stain.”
Nickelsburg posted the video to his Facebook page with the following caption:
First a clerk in Kentucky, and now a church lady in Los Angeles! This same sex couple faces yet another obstacle on the way to marriage equality in this commercial I directed.
While Tide did not commission the ad, a spokesperson told Fortune:
Many people like to share creative ways on how Tide fits into their lives. This is one example of that, but we didn’t create this ad. We do appreciate all of our Tide fans – and how Tide-to-Go can save a wedding day.
Tide is currently airing an ad in Canada that features a same-sex couple, but it has not been aired in the U.S.
https://www.youtube.com/watch?v=P218NbIEKyk
