By Laura Stampler
October 27, 2014

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 and, according to a new Chinese spot, 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, 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.

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You can probably guess how things end. (Hint: The official hashtag for the campaign is #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.

Contact us at editors@time.com.

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