Following in the footsteps of Dove’s ’empowering’ beauty campaigns, Pantene (yes, the haircare brand) has rolled out its own empowering advertising message, urging women to stop apologizing.
The campaign, titled Sorry, Not Sorry, includes a one minute clip featuring many all-too-frequent moments where women are prone to using the word “sorry”: Apologising when a man bumps into her, apologising for asking a question at work, apologising at home for handing over the child to her husband.
The ad’s message — Don’t be sorry, Shine Strong — flips these apologies on their head to highlight how they minimise the strength of a woman’s message.
Pantene’s hair care, no matter how shiny it makes your hair, is probably not going to be enough to empower women alone but it does highlight a relevant issue. How often do you say ‘sorry’?
This isn’t the first time Pantene has used an advertising campaign to call attention to the double standards women face.
Last year Pantene Philippines highlighted gender discrepancies in the workplace with a one minute spot — Labels against women — illustrating that while men are the boss, women are bossy, and while men are dedicated for working overtime, women are selfish.
Does sorry slip off your tongue too easily? Why do you think it’s so?