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Gain Detergent Company’s "Gooder" Commercial: Can I Get a Say What?

And we wonder why literacy is on the low?

I recently saw a commercial for a detergent (I think it was gain) and I couldn’t hold back from being annoyed with it. You might wonder, “What are you going on about Junior?” I threw that in since it’s what my friend Karen calls me.

Anyway, on with my disdainful rant.

I hate to be a grammar Nazi, but when somebody uses the pseudo-word “gooder” it makes me question the literacy of said person. The fact that a company would allow such a word into a commercial for the world to see is just asking to be ridiculed.

It reminds me of when someone (name withheld) said they wanted kids to “read gooder.” With literacy role models like that it’s no wonder the literacy rates are so outstanding, is it? For those who missed it, that was sarcasm fyi.

I want kids to learn to read BETTER, but they need literate ADULTS to teach them, Gain & G.W.B are obviously lacking in that department.  No offense intended, but come on!


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64 Responses to “Gain Detergent Company’s "Gooder" Commercial: Can I Get a Say What?”
  • SowmyaT
    December 29th, 2010 at 2:25 am

    Nice share

  • LewSethics
    December 29th, 2010 at 4:24 pm

    And their products suck, too.

    December 29th, 2010 at 9:37 pm

    I just saw this commercial and I must say…it’s a shame that they have such dumb people working for their company….My husband didn’t catch it at first, so he decided to rewind it just to do a double take…..WOW!!

  • FNR
    December 29th, 2010 at 9:43 pm

    Yeah!! I thought maybe I heard it wrong! I thought “the Littlest Petshop” was bad enough…this takes the cake!

  • Deidre
    December 30th, 2010 at 2:07 am

    I’ve spent years trying to convince my nieces that “gooder” is not a word. And now this commercial! *sigh*

  • Rebecca
    December 30th, 2010 at 11:08 am

    They do it on purpose…I couldn’t tell you why they would use incorrect gramar in a slogan, but it’s not because the producers and writers of the commercial are uneducated unfortunately.

  • J.N.R Dutton
    December 30th, 2010 at 11:19 am

    “they do it on purpose” that makes it even worse and more ridiculous,doesn’t it?

    December 30th, 2010 at 1:30 pm

    I found this because of this exact commercial, I actually used Google because I was so annoyed. I thought I misunderstood the word at first, I was convinced that it was “better”. It makes sense that they would do it on purpose to make us annoyed with it, we are less likely to forget the commercial now that we have all be so annoyed with it. Seems sort of an invasion of privacy, like they are in our head and using it against us. I think they need to be confronted about such subliminal messages. I think another reason could be to relate to those who aren’t as literate, maybe stupid people are more likely to buy this product because,”Themz talkz like me, Ima buy that gain cause they makez me feel lezz stupid.”

  • Alvin Florida
    December 30th, 2010 at 3:14 pm

    You took the words right out of my mouth. I really wasn’t paying attention to the television then wham. Did I hear that right?

  • RDTX
    December 31st, 2010 at 4:00 pm

    Oh, a place with my people! I honestly was afraid to Google this commercial. I wasn’t sure if I could go on if no one else had an issue with it. I haven’t seen the commercial in over 24 hours and I can’t stop thinking about it. I skipped it back as well, thinking, hoping, I had misunderstood. Then I thought, is it a joke? I am cracking up at “GTFO” and I’m no longer sure what I think. I’m a conspiracy theorist for sure but I’m more concerned they have a marketing team that really doesn’t know that “gooder” isn’t a word. Either way, I won’t be buying Gain anytime soon.

  • More is More
    January 1st, 2011 at 12:43 pm

    So, this commercial just aired and after 15 seconds of a “say what?” moment, I instantly googled “gain commercial” and “gooder” and up pops this blog!

    I was just as shocked as everyone else with the glaring oversight of the english language. I continued watching the commercial hoping that there was some punchline that would reveal itself at the end but no such luck!

    I purchase Gain products but this commercial may actually backfire and make me switch to some other brand, at least one who uses correct grammar!

  • Drake
    January 1st, 2011 at 4:31 pm

    Googled it immediately after viewing, funny enough my wide was just mentioning how bad the literacy is in this country, companies using words like “quik” “reddy” and such is a clue to where Americas education system is going! Yay I can’t wait for 20 years from now…. Lol

  • Drake
    January 1st, 2011 at 4:33 pm

    Wife** haha stupid iPhone, maybe that’s what was used to write the ad?

  • J.N.R Dutton
    January 1st, 2011 at 4:41 pm


  • Love2teach
    January 2nd, 2011 at 12:53 pm

    As a teacher I was shocked! If their tactic is to get it “stuck” in our minds, they are right! I will forever remember NOT to purchase Gain from an illiterate company! Way to go Gain!

  • Film Guy
    January 2nd, 2011 at 3:20 pm

    My thought is they probably used “gooder” on purpose to cater to a specific demographic. I work on TV commercials and many time things are intentional. In addition, think about it…it has everyone on this blog talking about it.

  • J.N.R Dutton
    January 2nd, 2011 at 3:29 pm

    Still doesn’t say much for the literacy in this country Film guy. I know High School students who used “gooder” as an actual word and commercials like this (intentional or not) encourage such illiteracy.

  • Truth Is...
    January 4th, 2011 at 1:29 am

    I had to rewind the commercial too! Haha. It caught me off guard but it looks like they did their job to me bc it gave us something to talk about.

  • Blaber Blogger
    January 4th, 2011 at 8:09 am

    I guess the product sucks whose grammar sucks

  • feier
    January 4th, 2011 at 8:48 pm

    I will come to see you again, you can come often to visit me watches technomarine

  • MU BusAd 87
    January 4th, 2011 at 9:55 pm

    I read lots of blogs, never (ever) have I offered my comments. So do you think that says something? I couldn’t believe it when I heard it. Then I remembered what my Marketing Prof told me over 20 years ago–if you are offended by a commercial it wasn’t marketed to you so don’t worry about it and the company isn’t worried either because you weren’t who they were trying to reach. If it was an oversight I am scared for the future of this world. If it was intentional then I wonder why not all upstanding traditional family farmers aren’t ready to speak out at the next Farm Aid (and if the character was someone else in the ad you saw) then that means there are more of them–disappointing. And shame on them if the are manipulating us and others that “hey we got blog hits”–give us our bonus.

  • sammy
    January 6th, 2011 at 12:40 am

    I have to, HAVE TO believe the error was made on purpose. It isn’t possible that that big of an error made it on TV. Think they just wanted to get people talking? Pretty good advertising if you ask me. Next time I see a bottle of gain, I’ll think “gooder” and maybe buy some :)

  • Qoheleth
    January 7th, 2011 at 6:47 pm

    Ever hear the maxim that if you correct someone’s spelling or grammar on the internet, your complaint will inevitably have a spelling or grammar error?

    In the sentence, “You might wonder ‘what are you going on about Junior?’” there should be a comma after “wonder;” “what” should be capitalized; and there should be a comma after “about.”

    In “Anyway on with my disdainful rant,” there should be a comma after “anyway.”

    “Withheld” is a single unhyphenated word.

    “Role models” is two separate words, not hyphenated.

    In “…are so outstanding isn’t it,” there should be a comma after “outstanding.

    “For those who missed it that was sarcasm fyi,” needs a comma after “it,” another after “sarcasm,” and “fyi” should be all capital letters.

  • Qoheleth
    January 7th, 2011 at 6:50 pm

    And I forgot to close my quote after “outstanding,” proving that I am not exempt from making errors when correcting someone else’s. :)

  • J.N.R Dutton
    January 7th, 2011 at 7:50 pm

    The point was that gooder isn’t even a word, I even stated I hate to be a grammar Nazi.

    P.S. @ least on this medium I can edit,which I think gain can’t do without redoing the whole commercial.

  • J.N.R Dutton
    January 7th, 2011 at 8:06 pm


    I do appreciate the corrections and I’m surprised they weren’t caught sooner. I stand corrected and will be more careful in my work in the future.

  • Part2
    January 12th, 2011 at 1:06 pm

    Don’t worry, in a few years the word “Gooder” will be added into the English language and we will all be able to thank Proctor&Gamble (the people who make Gain) for legitimizing a common grade school grammer mistake.

    Also, Gain spells the word “Good’er” according to their website

    Don’t you feel better now?

  • NM
    January 14th, 2011 at 1:31 am

    I saw the commercial and my mouth dropped open. I had to check online to make sure I did hear it correctly. I just can’t believe that they would actually put that in a commercial, it just makes Gain and Proctor and Gamble look stupid.

  • J.N.R Dutton
    January 17th, 2011 at 5:53 am

    Hello Victor, All comments are welcome, but please refrain from expletives. My readers vary and I prefer to keep my blogs family friendly, thanks.

  • MMHH
    January 17th, 2011 at 11:34 pm

    My husband and I just heard this commercial and did what everyone else did and ended up here. We’ve been cracking up reading the comments. We couldn’t believe our ears. We thought maybe “gooder” had somehow acquired legit status while we weren’t paying attention. I have to believe it’s a no-win for Gain.

  • Steph
    January 21st, 2011 at 3:12 pm

    As if the Gain commercial weren’t enough, now Tropicana is getting in on it with their “Trop50″ commercial. What is happening? No wonder people think Americans are idiots. The fact that this outrages me makes me a serious grammar nerd, doesn’t it?

  • J.N.R Dutton
    January 21st, 2011 at 3:31 pm

    Nope, just very discerning and it means you take literacy seriously.

  • Kris
    January 21st, 2011 at 4:45 pm

    OH THANK GOD other people are having a problem with the dumbing down of our country. I was horrified to see this. Gooder is not a pseudo-word, it is in no way whatsoever a word and I can tell you that for sure I would never purchase this product for either being so stupid or encouraging stupidity in this country. Let’s have a little pride in our ability to at least SPEAK correctly if nothing else! What is this world coming to???

  • charla
    January 21st, 2011 at 4:45 pm

    Why would a company stoop sl low as to try to appeal to the most illiterate consumers? I’m not buying gain!!

  • Crystal
    January 26th, 2011 at 2:30 pm

    It was a commercail that was trying to be funny is all. I actually find it very funny cuz my fiance says it to annoy the hell out of our 10 yr old daughter!

    January 30th, 2011 at 6:47 pm

    Not funny, annoying… None of us would be here if it weren\’t for that fact. I knew someone was going to to be a jerk and point out all the errors in everyone\’s posts. It was just a matter of time, but I noticed you didn\’t catch mine:

    ”Themz talkz like me, Ima buy that gain cause they makez me feel lezz stupid.”

    \”They talk like me, I\’m going to buy gain because they make me feel less stupid.\”

    Or was that Obvious? Next time keep your condescending attitude and comments to yourself, please for all our sake.

  • Ms B
    February 10th, 2011 at 1:14 am

    I have used the commercial as a learning tool for my fifth grade students. They received bonus points if they were able to tell me the commercial with the grammar error and rewrite it correctly. Sometimes you have to use what ever you need to as a learning tool. They were very receptive to the idea of watching television to receive a grade. I as able to use other commercials and relate them to my instruction as well because of that one. Parents should use it as an at home teaching moment. Just an idea!

  • J.N.R Dutton
    February 10th, 2011 at 1:31 am

    Good idea

  • robert
    February 10th, 2011 at 4:01 am

    I recently read that the use of “gooder” was entirely intentional. The commercial has gone viral, and the webtraffic for Gain has exploded. This kind of exposure, even though much of it is negative, is considered good marketing. If I was writing this campaign, i would make the next commercial have someone correct the grammar of the Narrator…

  • Rahul
    February 13th, 2011 at 12:19 pm

    i hate to say this… but that commercial is very successful. The point of the commercial (or most i believe) is to bring awareness and attention to a product… by “gain” using the word “Gooder” (hurts just to say that word), it lead to this string of people searching the product gain on google, and even this very site, comments date back to over a month ago. they did a good job, and besides, commercials shouldnt be relied on to teach children… thats what sesame street is for haha

  • Hanz
    February 18th, 2011 at 6:38 am

    Rahul is right about that, I’m sure. Jello did the same thing with their Mousse Sensations spot, “Wash the bills and paid all the dishes.”

    The last line in the Gain commercial, to me, sounds like, “Towels aren’t going to milk themselves”!

    I know I can’t be the only one who has heard it that way.

  • marianne
    February 18th, 2011 at 4:15 pm

    I think they copied it from the other stupid commercial whith the gall form 30 Rock, Jane Krakowski. It is commercial for some Orange Juice.
    I am disgusted at this language. Great way to teach the kids the right way of speaking!

  • Ellen deLima
    February 22nd, 2011 at 11:10 am

    I was surprised to hear “gooder” on that Gain ad and hate to see it every time I am waiting for a news video! It strikes a sour chord and adds to the continuing poor usage of the English language.

  • Angela
    February 24th, 2011 at 2:10 pm

    Improper use of words annoys me too, but what I don’t understand is if they did this intentionally to bring attention to the commercial, which I agree with Rahul, they accomplished, I don’t believe a single person is going to run out and buy this product at the store just because we heard the word “gooder” in a commercial???? And isn’t that the whole point of commercials…to get us to buy their product??? Makes no sense to me. Even if I did use their product before, after hearing this commercial, I definitely won’t anymore. Good luck with sales P&G!

  • Obfuscate
    February 27th, 2011 at 4:58 pm

    Congratulations Gain! You’ve made me a convert to a completely different brand. I don’t care if it was on purpose. I refuse to contribute to such idiocy.

  • J.N.R Dutton
    February 27th, 2011 at 5:05 pm

    Well said.

    February 28th, 2011 at 10:32 am

    I love the teachers idea about using it in a positive manner, it shows that there can be good in just about anything, we just need to keep an open mind and try to reach all possible aspects of a negative scenario.

  • rae
    February 28th, 2011 at 8:51 pm

    Well, we can only make obvious spelling or grammatical errors if we have full command over the English language, eh? So at least that’s saying something about the individuals who wrote this commercial.

  • Peter
    March 4th, 2011 at 10:39 am

    I have been forced to accet that \”between\” no longer refers to 2 persons, places, or things, while \”among\” refers to 3 or more, but the intentional dumbing down of the language to sell a product is a shame and an acceleration of this country\’s decent into subservancy.

  • Peter
    March 4th, 2011 at 10:46 am

    FIlm Guy…. What Skool u went?

  • Seriously?
    March 6th, 2011 at 12:13 pm

    I cannot believe some people on this board honestly didn’t instantly realize they said “gooder” so the commercial would go viral. Do you think a hundred ad brand marketing profs all thought “gooder” is a word?

  • J.N.R Dutton
    March 6th, 2011 at 4:39 pm

    Dear “Seriously?” You missed the point of the discussion. They are inadvertently giving the impression that using bad grammar is ok,that’s where the problem comes in.

    It’s apparent they used “gooder” as a marketing tool, but in my view that makes it worse not better.

  • Mark
    March 16th, 2011 at 1:20 am


    I swear I hear the same thing “Those towels aren‘t going to milk themselves“. I keep thinking she’s supposed to say “Those cows aren’t going to milk themselves”, but then the towel with the Gain logo comes winching across the screen on a clothes line.

    And so, I’m left to ponder if I’m doing exactly what the commercial intended me to do. Discuss an intentional misstatement they knew hoped would get my attention. So, should she say “Those towels aren’t going to fold themselves”? “Those cows aren’t going to milk themselves”? or, “You’re an idiot, thanks for falling for our stupid stunt you dope”?

    I’ll go with the last =(

  • Kate
    March 19th, 2011 at 12:58 pm

    I’m so relieved to see this site – thank you for starting the conversation. Of course they are using bad grammar to cause the commercial to go viral – I still think it’s unprincipled. The U.S. now ranks something like #14 in literacy. This is unacceptable. I want to start a campaign to BOYCOTT GAIN DETERGENT for contributing to the dumbing down of our society. ANYONE ELSE?

    By the way, there’s another commercial, for orange juice, that also uses the word “gooder.” UGGGGGGGHHHH!

  • J.N.R Dutton
    March 19th, 2011 at 2:28 pm

    Such a Boycott would be fully supported by me, Kate.

  • Super dude
    March 20th, 2011 at 11:05 pm

    The point of the commercial is to promote a better morning experience. The company has stated that they are attempting to use a play on the phrase “have a good morning”-vis a vis “have a gooder morning”. Get over it and find something else to be offended by, since it seems to be so easy to get under you people’s skin. Also, great idea boycotting the company, I’m sure they’ll miss customers that Don’t use their product to begin with.

  • J.N.R Dutton
    March 20th, 2011 at 11:18 pm

    Regardless of their motives, they are inadvertently contributing to an already LAZY vocabulary “super dude” hence the reason I was put off by it. Furthermore, there are plenty of people who once used Gain who,like me, are unwilling to support the dumbing down (deliberate or not) of the public.

    So, with that said have a great day.

  • Kathryn Ferguson
    March 21st, 2011 at 1:17 pm

    K. J. Ferguson

    “Super Dude” already has problems. Hence his use of the phrase, “to get under you people’s skin”. I think that answers the question of insidious dumbing down of our language.

  • Cyd Emmons
    March 23rd, 2011 at 3:26 pm

    Gain’s “gooder” is inexcusable–whatever excuse they may concoct. Unfortunately, impressionable people, whose grasp of grammar and usage is not a firm one, assume that what they hear on television must be correct. That was once the case. It is no longer. Gain should be ashamed of itself, fire their ad agency and end this miserable campaign.

  • Jennifer Cody
    March 24th, 2011 at 1:00 am

    Well, here I am, another Gain gooder Googler.

    If any of my clothes are washed with Gain again, I will feel dirty.

  • julie
    March 25th, 2011 at 1:40 pm

    What were you thinking?? Now I will NEVER buy your product again, because it is obvious you don’t care about getting it right. Shame shame on you for being a part of the problem and not part of the solution

  • karen
    March 26th, 2011 at 9:41 pm

    I so hope they are not thinking that by making people talk about their commercial they will get more customers, that would be a terrible marketing scheme. I don’t buy their product and for sure never will now.

  • razor7
    April 6th, 2011 at 1:14 am

    good post..
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  • Past Caring
    April 17th, 2011 at 5:38 am

    I know it’s been more than 50 years since the furor over the ad slogan, “Winston tastes good, like a cigarette should,” so our comments will not move advertisers a jot. Is it Purex who now advertises their product has “Zout,” to get stains out?

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