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 workplace.
I’ve been a huge fan of the Dove campaign, about “real beauty” because they have created a huge idea that is worth loving. The 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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