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Tide Wows With Commercial That Treats Dad Like a Normal Human Hey look, a father who isn't a complete ass

Just watch this astounding Tide commercial from Saatchi & Saatchi in New York. It came out in January, so quietly that we didn't even notice it. And that's the beauty of it. See the dad? He's an ordinary dad. I'll let that sink in. He's not a buffoon, the butt of a joke, a clueless child who needs his wife to take care of him. He's not afraid of washing his daughter's clothes, or even a guy who has to supplement his masculinity by doing pull-ups and crunches after he handles a princess dress, like Tide's overcompensating dad-mom from 2011. He's just a guy with a daughter—who also bucks gender roles, by the way, by managing to be a messy tomboy even while she's wearing a princess dress. Judging by the YouTube comments, parents are loving it. Tide deserves a standing ovation for this bold statement in the movement to take back fatherhood.

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AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd and David Griner.

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