Tide's New Advertising Campaign

Tongue in cheek, an article in Advertising Age about Tide’s new advertising campaign seems sexist to me.  The folks at P&G who work on the Tide account spent a week following around a bunch of their customers, not all the customers were women.  Hang on, does this mean that only women do the laundry in the US?  That’s not the case in my household; my wife Karin and I share the washing duty.  Though my spouse has influenced our laundry detergent decisions, I was a Tide long time user, but Karin did not like the texture of our clothes and we changed to another brand.  But I was missing my Tide but based on their market research, now I don’t know. ;-)