Yes, I acknowledge that the company that owns Tide has long been a supporter of LGBT rights. But even advocates and allies slip, and they need to be made aware of why their tactics are harmful. In its newest commercial, Tide berates a tomboyish little girl, while praising her pretty in pink mother, who wishes the girl would dress in pink and other more feminine clothing.
While I am sure no harm was meant, we are not yet at a point where these sorts of commercials are harmless. Gender non conformity is still something people get teased for, even murdered over. So, until there is a safer climate for people who do not follow the heteronormative gender binary, commercials like this, that re enforce gender non conformity as something abnormal, are simply irresponsible.