Procter & Gamble Co., Memories

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2003 Television 77% Report A Problem

A framed photo of an attractive man and woman appears, along with the text, “Based on actual letters from Gain lovers.”

A narrator says: “Adam writes, my girlfriend left me her favorite dress just before she went away for two weeks. She washed it in Gain because the scent lasts an extra long time.”

Adam appears. He smells the white dress, then places it next to him on the couch, as if his girlfriend were sitting there. He even adjusts the straps as they would be if they were resting on her shoulders.

He puts the dress on a chair in the kitchen, then lays it down on the bed next to him and looks over at it longingly. He sniffs the dress again and smiles.

The song “Crazy” plays in the background.

Adam is shown playing video games with the dress, having conversations with it, trying on different shirts in front of it, and lying on the couch with it.

Suddenly, he jumps up, and runs over to a life-size cardboard cutout of Sylvester Stallone from the movie Rocky. He puts the dress over Stallone’s shoulders and starts slow dancing with him.

Just then, Adam’s girlfriend returns from her vacation. Standing on the sidewalk, she looks up at Adam’s window to see two people dancing. She can only see their silhouettes, but it appears that Adam is dancing with another man.

She gasps, as the narrator says, “Adam, yeah, I hope your relationship lasts as long as the fresh scent of Gain.”