Sorry we’re not sorry. Be Strong And Shine
In its latest ad, Pantene urges women to stop with all the apologizing. The one-minute spot shows several common occasions of women using the word “sorry,” from asking questions in the workplace to asking for help with the kids.
The ad then replays the same vignettes — this time with assertive, confident and unapologetic responses. The message encourages women to “be strong and shine.”
Pantene’s recent ad campaigns have sought to shine a spotlight on gender inequality. Last December, its “Labels Against Women” ad from the Philippines went viral, reaching 46 million YouTube views, for highlighting how identical actions of men and women in the workplace were ultimately perceived differently.
Watch: Pantene Ad That Breaks Down Every Sexist Workplace Stereotype
“We used market research to look at what gender norms were holding women back and tried to tap into the most relevant and insightful areas,” Kevin Crociata, marketing director of North American Hair Care business, told AdWeek. “This problem of saying sorry, it wasn’t just something women in the U.S. were facing but globally. After the success of the first campaign, Shine Strong is something we’re committed to as a brand.”