Pantene ad targets female labels - protest or dollar push?

IN A bold move away from their traditional advertisements featuring a glossy-haired woman whipping her lochs in slow-motion, Pantene Phillippines have taken aim at how women can be unfairly labelled in the workplace in its latest campaign.

With the slogan "whip it", Pantene is encouraging women to "be strong and shine" by fighting stereotypes against women and unjust  treatment in the workplace.

Featuring a cover of Tears for Fears' Mad World, corporate women are shown beside their male counterparts, complete with associated judgments.  A strong man in a suit in labelled 'boss', a woman in the same situation is labelled 'bossy'.

Although it might seem strange to have a shampoo maker advocating for gender equality in the workplace, the campaign appears to have the stamp of approval from Sheryl Sandberg, author of the book Lean In, and aimed at professional women.

The writer and chief operating officer of Facebook wrote, "This is one of the most powerful videos I have ever seen illustrating how when women and men do the same things, they are seen in completely different ways. Really worth watching. Lean In prize of the day for sure!"

She also congratulated Pantene and advertisement creators BBDO.

Well worth a sneaky watch for women needing a swift dose of inspiration.

What do you think of the Pantene ad?

This poll ended on 10 January 2014.

Current Results

A powerful and accurate statement


A cynical grab for dollars


More sexist female propaganda


I have no interest in it


This is not a scientific poll. The results reflect only the opinions of those who chose to participate.

Topics:  sexism women women in business

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