Pantene tells women 'Don't be strong and shine'

Pantene is fighting for the rights of women who say things like "Sorry, can I ask a stupid question?" or "Sorry, do you have a minute?" and is telling them, "Don't be sorry. Be strong and shine", in an ad for the shampoo.

Pantene: empowering women to stop apologising
Pantene: empowering women to stop apologising

The first half of the 60-second ad comprises a number of scenes in which different women submissively say "sorry" as they interrupt to ask a question or ask someone to move their chair.

Viewers are then shown the statement ,"Be strong and shine," in large gold lettering, before the soundtrack turns uplifting and the ad takes the viewer into the second half's resolution.

The same women are revisited, but this time shown dealing with the same situations more assertively.

Client: Procter & Gamble

Brand: Pantene

Agency: Grey New York

Creatives: Tor Myren, Joanna Carver, Tanner Shea


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