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Captivating Ad about Working Women rivals Dove’s “Real Beauty”

pantene.jpg.CROP.promo-mediumlargeA new ad from the Pantene in the Philippines is making its way around social media, with a message that compliments and even rivals the powerful messages of Dove’s “Real Beauty”.  The ad takes on the stereotyping labels that women face in the work place.

I’ve been a huge fan of the Dove campaign, about “real beauty” because they have created a huge idea that is worth loving.  doveThe creativity of the work breaks through the clutter with insights that make women stop and say “that is exactly how I feel”.  I’m always trying to push Brand Leaders to go more emotional and push for a big huge idea their brand can stand behind.  It’s always too easy for the Brand Leader to stay 100% logical, to put in claims and side-by-side demos and playing it safe.  But in the words of Marianne Williamson:  “Your playing small does not serve the world.”

This new Pantene spot has entered into the same space, but more focused on the work place and the image women need to fight.  It’s less about “inner” beauty and more about the “outer” stereotypes.

As a husband to a very successful career woman, I love this.  And as the father of a 15 year-old daughter, this has hope that women continue to break through against the stereotypes put on them.  

“Be Strong and Shine”

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4 thoughts on “Captivating Ad about Working Women rivals Dove’s “Real Beauty”
  1. Niki Macartney

    Maybe better version for article?

    Niki Macartney Senior Planner nexus|h Nexus/H Limited Multimedia House Hill Street Tunbridge Wells Kent TN1 2BY t: +44 (0)1892 517777 f: +44 (0)1892 516795 e: niki.macartney@nexush.com Company registered in England number 2423405 Confidentiality Notice The information contained in this email message may be confidential. It is intended only for the use of the named recipient. If you are not the named recipient, please destroy it immediately. In such event, you should not disclose the contents of this email message to any other person, nor make copies.

    Beloved Brands wrote:

    beloved brands posted: “A new ad from the Pantene in the Philippines is making its way around social media, with a message that compliments and even rivals the powerful messages of Dove’s “Real Beauty”. The ad takes on the stereotyping labels that women face in the work place. “

     
    Reply
  2. jbanich

    Having experienced these labels during my career, I appreciate that Pantene is bringing this ongoing issue to the forefront. At the same time this ad seems to place emphasis on outer beauty and looking perfect. What I liked about the Dove commercial was it used real women, looking their best, rather than pretty models.

    I can understand how some people, men and women, might react negatively to the male stereotypes but hopefully those who aren’t aware of the existing gender biases, will take another look at what is actually taking place in their workplace.

     
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  3. Mandi Lowthin Smith

    I love P&G, Which makes it difficult to articulate why I struggle with this ad.

    Women are subjected to slander daily. The wish is that with each generation there are further breakthroughs.

    What about now?

    My grandmother marched with Emmeline Pankhurst.
    My mother was vehemently pro-choice.
    My daughter is active in GLBT rights.

    Why are we running ads that remind us of our shortcomings?

    To understand what it is like, play the ad back again – but this time, turn off the sound and mouth over “Black Man”.and you will understand that we don’t need reminders of prejudice. We need reminders of progress.

     
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