The new normal: Gay couple featured in Tide (Canadian) TV commercial

Staff Reports

Is this “the new normal” (in Canada)?

A same-sex couple’s playful banter over laundry detergent and “past mistakes” is the focus of this Tide laundry detergent commercial from Procter and Gamble — airing in Canada only.


Cincinnati-based Procter & Gamble, makers of some of the world’s best known brands — including Charmin, Crest, Gillette, Pampers (and Tide) — said last month it openly supports marriage equality, and was taking a public stand in support of its LGBT workers.

In October, General Mills launched a Cheerios campaign, also in Canada, with a television ad centering around a same-sex couple and their daughter.

Watch the Cheerios ad here

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