MANILA – November 26, 2013 – It may be an ad for a shampoo brand, but in the new Pantene TVC by BBDO Guerrero, there isn’t even a shampoo bottle in sight.
Instead, there are labels–bossy, pushy, vain, selfish–all used to describe strong women.
The simple but striking ad holds a mirror to our own perceptions about women, highlighting the bias against them by showing how men in the same situations are labelled in more positive ways.
The TVC, which was launched last November 10, is part of a campaign called #WhipIt, which encourages women to do away with labels and "be strong and shine."
"It was definitely new territory for the brand, and we definitely had conversations about how much branding or functional benefit, communication we wanted in there," said Pepe Torres, brand manager for hair care at P&G Philippines.
"But ultimately, we decided that this was a movement that we wanted to spark, and we wanted to be true to that and to focus the material on that movement and the insights behind it as clearly as possible so we can start that conversation." he continued.
In developing the campaign, Pantene and BBDO worked with Rappler to research on the existence of such biases against women. The research results will be presented and discussed at the #WhipIt forum at White Space in Makati.
