When seeing this currently airing Tide commercial, I was immediately offended. The reasons are obvious: Why should girls have to wear pink? Why can't they play with blocks? Why are we pushing gender roles on such young children? The commercial seems so overtly sexist and dated that I was distracted from what Tide may have been trying to do.
After re-watching this commercial, I realized that Tide may be making fun of this stereotypical perfectionist housewife. The elaborately decorated living room, the pink cardigan, sensible haircut; it all fits. Is this commercial trying to present satire? If so, I don't think that they were obvious enough about doing so.
The satire presented is also sexist in its own way. The mother is portrayed as uptight, reserved, and repressed to the point of (maybe?) being humorous. However, society does expect women to control their emotions and perhaps be a little less sensitive. If women cry they're being drama queens; if they get upset they're PMSing. So why is Tide making fun of the controlled, pleasant, put-together housewife that many women strive to be?
Either way you look at it, this ad is probably sending the wrong message.