--- 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: 2026-04-13T07:14:06.484Z og:title: Chinese Shampoo Ad Rejoice: Helps Couples On Brink of Divorce og:description: May this shampoo ad be your marriage counselor. 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=3840&quality=75&auto=webp&crop=16:9 og:image:width: 1200 og:image:height: 675 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=3840&quality=75&auto=webp&crop=16:9 ---  # This Ridiculously Romantic Ad Aims to End Divorce by [Laura Stampler](https://time.com/author/laura-stampler/) ## Laura Stampler Oct 27, 2014 10:36 PM UTC  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. ```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":"2026-04-13T07:14:06.484Z","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"}}]}] ```