So I came across Pantene’s new commercial for the Philippines. On the surface, it comes off as a powerful statement — one that shows how powerful men are revered in the business world versus how powerful women are looked at as “pushy,” and “bossy.”
Watch it for yourself:
But that’s just on the surface. And it’s so fucking easy to see right through the message.
After all, Pantene’s goal is to sell shampoo to women — to make them look better.
As Alexandra Petri of the Washington Post so aptly put it, “Jane is ‘bossy’, but her mane is glossy!”
Pantene, while boasting its worldly, “modern” views of women in the workplace, wants women to look beautiful while shattering the glass ceiling.
And doesn’t that defeat the whole purpose of breaking through the gender demarcation in the workplace? It’s an ugly thing — this never ending expectation that women are supposed to look beautiful while we demolish gender stereotypes.
Praise and accolades abound for the new ad — and Sheryl Sandburg is giving it a standing ovation.
What do you think? Does the ad deserve applause, or does it deserve a raised eyebrow and a head shake?
- Thank you Pantene & Dove (ricaelise.com)
- Jessie: Amazing Pantene Ad Defiantly Tackles How Women in the Workplace Are Labeled | Adweek (adweek.com)
- Pantene Ad Condemns Gender Stereotypes [Video] (socialnewsdaily.com)
- Pantene Breaks Down Every Sexist Workplace Stereotype in One Ad (mythicvoice.wordpress.com)
- Pantene Takes On The Hypocrisy Of Workplace Gender Stereotypes (fastcocreate.com)