In a sequel to Pantene’s viral video “Labels Against Women” (garnering over 46 million views on YouTube), the brand continues its Shine Strong campaign with an equally inspiring ad to challenge gender norms.
Posing the question, “Why are women always apologizing?” the 60-second spot brings up a topic that hits close to home for many. “Universally, every woman that sees the video is like, ‘Oh, my gosh. I do this all the time and I don’t even know it,” Pantene spokeswoman Cheri McMaster told ABC News.
“Not Sorry” is designed to spark a dialogue about how women unknowingly minimize their strength with the subtle, yet powerful behavior of unnecessarily saying ‘sorry,’ when there is no reason to apologize.
The Shine Strong campaign has become more than just a marketing tool for the brand, practicing what they preach with the launch of the Shine Strong Fund, which seeks to educate and enable women to overcome bias and societal expectations, in addition to celebrating truly strong women.