Pantene Philippines ‘Labels Against Women’ Digital Ad
In this Pantene digital ad, men and women exhibit the same behaviors but are labeled differently, exposing a gender bias double-standard.
Script
Other than a background song, Mad World, there is no dialog in this Pantene commercial.
Instead, the ad features scenes where men and women exhibit the same behaviors but are labeled differently, exposing a double-standard.
| MAN | WOMAN | |
| Boss | Bossy | |
| Persuasive | Pushy | |
| Dedicated | Selfish | |
| Neat | Vain | |
| Smooth | Show-off |
[Don’t Let Labels Hold You Back. Be Strong and Shine.]
[#WHIPIT]
[Pantene Pro-V]
Year
2013Related Materials
#WHIPIT SOCIAL MEDIA
Pantene’s Labels Against Women commercial ends with the hashtag #WhipIt.
What started with a digital ad was bolstered by online content and a social media partnership with Rappler (a social news network).
Rappler hosted WHIP IT: a series of stories and conversations aimed to “shine boldly beyond labels and stereotypes” and to “highlight that prejudice is not a one-sided thing. It’s not man vs. woman. It’s us vs. gender bias.”
That was followed by webisodes featuring high-profile women talking about gender bias, as well as a new set of videos featuring female celebrities coming forward to face the labels against them.
Pantene ‘Labels Against Women’ Case Study
For further information, see: Pantene ‘Labels Against Women’ Case Study.
Pantene ‘Labels Against Women’ Earned Media
Over 500 news outlets and blogs featured Pantene’s Labels Against Women campaign, yielding one billion impressions worth $US 25 million in media value.
Creative Choice
Interestingly, the product (Pantene Pro-V) never appears in the ad. However, all the women featured in the ad do have hair that shines.
