June 26th, 2014 By Jack Morton
Last week, a new Pantene ad became a conversation starter with a convicting call to action: women of the world, stop apologizing. The commercial was a follow-up of sorts to an ad Pantene Philippines ran last year about labels society gives successful men versus successful women. The message was simple…and infuriating.
They get their point across clearly once again in this new ad. It shows women in a variety of situations, apologizing where an apology is not needed- for example, before sharing an opposing idea in a meeting, or after being jostled by the person sitting next to her. Then, the ad replays the same encounters, only this time the women don’t apologize.
Through this ad, Pantene shines light on an unfortunate habit while encouraging women to shine strong. They’re proving to be an authentic brand and staying true to their promise of celebrating strong women and educating them to overcome societal expectations. It turns out Pantene is more than shampoo- its a gender bias revolution.