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---
title: Chinese Shampoo Ad Rejoice: Helps Couples On Brink of Divorce
description: A Chinese shampoo commercial doubles as a pitch for couples to stay together
canonical: https://time.com/3542053/this-ridiculously-romantic-ad-aims-to-end-divorce/
author: Laura Stampler
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article:content_tier: free
article:published_time: 2014-10-27T22:36:32.000Z
article:modified_time: 2026-04-13T07:14:06.484Z
og:title: Chinese Shampoo Ad Rejoice: Helps Couples On Brink of Divorce
og:description: May this shampoo ad be your marriage counselor.
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twitter:title: Chinese Shampoo Ad Rejoice: Helps Couples On Brink of Divorce
twitter:description: May this shampoo ad be your marriage counselor.
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![](https://static.time.com/v3/assets/bltea6093859af6183b/blt114f15539393f842/698762f00b72e30e366db413/screen-shot-2014-10-27-at-4-01-02-pm.png?branch=production&width=1200&quality=75&auto=webp&crop=16:9)


# This Ridiculously Romantic Ad Aims to End Divorce

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by 

[Laura Stampler](https://time.com/author/laura-stampler/)


## Laura Stampler


Oct 27, 2014 10:36 PM UTC

![](https://static.time.com/v3/assets/bltea6093859af6183b/blt114f15539393f842/698762f00b72e30e366db413/screen-shot-2014-10-27-at-4-01-02-pm.png?branch=production&width=1200&quality=75&auto=webp&crop=3:2)

YouTube

by 

[Laura Stampler](https://time.com/author/laura-stampler/)


## Laura Stampler


Oct 27, 2014 10:36 PM UTC

In today’s overly ambitious advertising era, a shampoo ad that merely touts its ability to combat split ends is severely lacking. Rather, haircare marketers must also aim [to end sexism in the workplace](http://business.time.com/2013/12/10/pantene-powerfully-breaks-down-every-sexist-workplace-stereotype-in-one-ad/) and, according to a [new Chinese spot,](http://www.adweek.com/adfreak/shampoo-ad-lovely-and-all-can-it-really-stop-couples-getting-divorced-161027) divorce.

Leo Burnett Hong Kong created a commercial for Procter & Gamble’s Rejoice shampoo that acts as a marriage counselor. The four-and-a-half minute long ad, which the ad agency claims has been [viewed 40 million times in a month](http://leoburnett.com/articles/work/rejoice-hong-kongs-keeping-love-alive/), follows a couple on the brink of divorce. But the wife (who, if we may, has some _great_ hair going on) will only sign the papers under one condition: Her husband must agree to hug her every day for a month.

Thus begins a rom-com (minus the com) in which the wife makes her husband travel to different landmarks from their relationship — where he proposed, where they shared a first kiss, where they met — and asks for that hug. While there are no scenes of hair-washing prior to their encounters, things escalate on the husband’s end from wistful hair stroking to full-on hair smelling.

You can probably guess how things end. (Hint: The official hashtag for the campaign is [#IBelieveInLoveAgain](https://twitter.com/hashtag/ibelieveinloveagain)).

The spot is cinematographically beautiful and acts public service announcement of sorts. Rejoice claims that of 3 million Chinese couples who divorced last year, 100,000 reconciled.

We wonder if any of them had stringy hair.

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