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Watch: Commercial Featuring Sweet-Smelling Jockstrap Prompts Grins, Grousing

by Kilian Melloy
Friday Jul 6, 2018
Watch: Commercial Featuring Sweet-Smelling Jockstrap Prompts Grins, Grousing

A commercial for Gain laundry detergent presents a homey scenario in which two boys attempt to play a joke on their napping father by draping a jockstrap over his face.

The boys evidently expect the jockstrap to be smelly and gross, as they are carrying it with a stick. But, as the narrator notes, once the jock is on Dad's face he smiles in his sleep and snuggles with it thanks to its having been washed with Gain.

The boys, disappointed, take a sniff for themselves and then throw the freshly laundered jockstrap aside in disgust as the narrator declares, "That, boys, is the sweet smell of defeat!"

The internet exploded with viewer reactions that ranged from amusement to condemnation and, from there, to defense of the commercial's humorous sensibilities.

A comment posted to advertising review site Pissed Consumer took Gain to task, with the person making the post complaining, "This commercial seems to imply that a man's genital area smells unpleasant, and maybe it does, but using mean spirited pranks, and poor social skills of kids, is probably not the best way to present your product."

Over at QVC's community chat board, the commentary pro and con flew thick and fast. "just can't describe it in words," one poster wrote. "you'll have to be lucky and see it for yourself!"

Others called the spot "disgusting," "just nasty," and "as immature as the children involved."

One sharp-eyed commentator groused, "What is it with Proctor and Gamble. They ran a commercial for Tide for well over a year, making fun of Grandma's underwear and having Grandpa walking around without his pants. And now Gain does this?"

Another individual summed up their reaction by writing that maturity had little to do with it; rather, it's a gender thing: "it's mostly the XY chromosome," the individual wrote. "And yes, the XY chromosome purchases laundry detergent, as well."

Watch the commercial below.



Kilian Melloy serves as EDGE Media Network's Assistant Arts Editor. He also reviews theater for WBUR. His professional memberships include the National Lesbian & Gay Journalists Association, the Boston Online Film Critics Association, The Gay and Lesbian Entertainment Critics Association, and the Boston Theater Critics Association's Elliot Norton Awards Committee.


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