Watching Tide's hurricane-victims ad makes me feel ... dirty

In trying to identify what bugs me so about this spot (which has been airing this week on "Countdown with Keith Olbermann"), three things come to mind:

1. My thought was whether Procter & Gamble was spending more money to promote the fact it went to these hurricane sites than it actually spent hauling a couple dozen washers and soap down to Texas and Louisiana. Even if it's not true, seeing the ads over and over fuels that perception -- and isn't that the name of the game?
   
   I've been observing the process of hit-and-run philanthropy in Greensburg, Kansas, now for nearly a year. Lots of folks want their brand to be rubbing shoulders with people in need. It's a quick way to create good feelings and corporate goodwill. And if P&G had simply be content to put its video on the Internet, I doubt I'd have objected (or, truthfully, bothered to look at it). But a 30-second TV spot is one of the most expensive things you can do.
   
   I'm reminded of the time American Express ran a nonstop ad campaign that must have cost them millions, just to tell us it was giving a million dollars to charity.

2. It lacks proportionality. I understand that there needs to be some promotional aspect to corporate philanthropy. But the "Loads of Hype" campaign is not building homes for people; is not bringing them supplies; is not helping them in their endless battles with FEMA, the city and parish, insurance companies or anyone else who's standing in the way of their getting their lives back. It's doing their laundry. That's great; yay, P&G. But announcing it so loudly (on one of cable news' most demographic-friendly shows, where ads are not cheap) just seems crass.

3. It's a terrible commercial. Here's the script:
   
   "During Hurricane Katrina, we discovered that by giving people clean clothing we also give them hope. Which is why we went to Texas and back to Louisiana with the Tide Loads of Hope truck, to provide free laundry service to help those affected by the recent hurricanes. (Woman:) It's going to be wonderful to have some clean sheets, the way they smell. (Woman #2:) This (is) what gives us hope. You too can join us by purchasing a Tide vintage T at TideLoadsofHope.com. All proceeds will go to help families affected by disasters."
   
   Yes, I realize they found someone on tape who said "this what gives us hope." But I can't imagine I'm the only one having trouble making the jump from soap to Hope (with an emphatic capital H).
   
   The ad suffers from a more fundamental flaw: It's structured around the laundry when it should be built around fundraising. Honestly, most of us outside of Texas have forgotten Hurricane Ike even happened, so I doubt anyone cares that Tide went down there to help people wash their moldy clothes. On the other hand, if there are people still suffering who could use money from us during this Christmas season -- well, why didn't you say so?

P&G erred by talking too much about what good corporate citizens they are when they should've been telling us how we could help them become even better corporate citizens. Coming up with honest-to-goodness ways to leverage its enormous customer base to ensure that people from some of the devastating storms not named Katrina are remembered and assisted during these tough times. I'm not sure what all that would involve, but certainly it would mean more than selling "vintage T shirts" (whatever those are).

Throwing the first million or two into the pot would be a start. And I don't mean a media buy, either.