--- 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 article:opinion: false article:content_tier: free article:published_time: 2014-10-27T22:36:32.000Z article:modified_time: 2026-10-01T09:03:18.697Z og:title: Chinese Shampoo Ad Rejoice: Helps Couples On Brink of Divorce og:description: May this shampoo ad be your marriage counselor. og:url: https://time.com/3542053/this-ridiculously-romantic-ad-aims-to-end-divorce/ og:site_name: TIME og:image: 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 og:image:width: 1474 og:image:height: 829 og:image:alt: Screen Shot 2014-10-27 at 4.01.02 PM og:type: article twitter:card: summary_large_image twitter:title: Chinese Shampoo Ad Rejoice: Helps Couples On Brink of Divorce twitter:description: May this shampoo ad be your marriage counselor. twitter:image: 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 > Sponsored content. 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Worth Your Time is TIME's culture recommendation newsletter, edited by culture editor Eliza Berman. Each week it surfaces the books, shows, films and ideas TIME's editors think are worth your attention, and explains why. It is free at time.com/newsletters. #### Does TIME have a culture newsletter? Yes. Worth Your Time is TIME's culture newsletter, published weekly. #### Who writes TIME's culture recommendations? Culture editor Eliza Berman writes Worth Your Time, drawing on TIME's critics and culture desk. #### Is Worth Your Time free? Yes. It is a free newsletter available at time.com/newsletters. ### Sources * TIME Newsletters: [time.com/newsletters](/c/time-nl-worth-2026q3/newsletters?i=296d7d4e-3c50-41fc-94e1-27aecd07f424&cr=time-nl-worth-2026q3-v1) ## Video: Rejoice China #ibelieveinloveagain [Watch (HLS stream): Rejoice China #ibelieveinloveagain](https://cdn.jwplayer.com/manifests/B1Kg9vQ6.m3u8) (4:32)  _Published 2014-10-27. A Chinese hair product commercial doubles as a pitch to keep couples together_ by [Laura Stampler](https://time.com/author/laura-stampler/) ## Laura Stampler Oct 27, 2014 10:36 PM UTC 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. ## Transcript [ MUSIC ] [ MUSIC ] [ FOREIGN ] [ MUSIC ] [ FOREIGN ] [ FOREIGN ] [ FOREIGN ] [ MUSIC ] [ FOREIGN ] [ FOREIGN ] [ MUSIC ] Hi, I'm sorry. This is where you first said: " I love you" [ FOREIGN ] [ MUSIC ] [ NOISE ] [ FOREIGN ] [ MUSIC ] [ NOISE ] [ FOREIGN ] [ MUSIC ] [ FOREIGN ] [ MUSIC ] ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3542053/this-ridiculously-romantic-ad-aims-to-end-divorce/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3542053/this-ridiculously-romantic-ad-aims-to-end-divorce/"},"headline":"This Ridiculously Romantic Ad Aims to End Divorce","datePublished":"2014-10-27T22:36:32.000Z","dateModified":"2026-10-01T09:03:18.697Z","description":"A Chinese shampoo commercial doubles as a pitch for couples to stay together","url":"https://time.com/3542053/this-ridiculously-romantic-ad-aims-to-end-divorce/","keywords":["Living","Newsfeed","society","Advertising","China","relationships"],"thumbnailUrl":"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=1200:675&height=675","author":[{"@type":"Person","name":"Laura Stampler","jobTitle":null,"url":"https://time.com/author/laura-stampler/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"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=1200:675&height=675","width":1200,"height":675,"headline":"Screen Shot 2014-10-27 at 4.01.02 PM","caption":"","creditText":"YouTube","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-living/","name":"Living"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/3542053/this-ridiculously-romantic-ad-aims-to-end-divorce/","name":"This Ridiculously Romantic Ad Aims to End Divorce"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"Rejoice China #ibelieveinloveagain","description":"A Chinese hair product commercial doubles as a pitch to keep couples together","thumbnailUrl":"https://cdn.jwplayer.com/v2/media/B1Kg9vQ6/poster.jpg?width=720","uploadDate":"2014-10-27T21:56:01.000Z","contentUrl":"https://cdn.jwplayer.com/manifests/B1Kg9vQ6.m3u8","embedUrl":"https://time.com/3542053/this-ridiculously-romantic-ad-aims-to-end-divorce/","duration":"PT4M32S","potentialAction":{"@type":"SeekToAction","target":"https://time.com/3542053/this-ridiculously-romantic-ad-aims-to-end-divorce/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}}] ```