Pantene Spot Highlights Double Standards for Women in the Business World

We’ve heard a few too many covers of “Mad World”, but we still like this new BBDO Pantene Philippines ad—and we have a feeling cultural critic Rashida Jones would approve.

While the promo doesn’t concern the overly aggressive sexuality used to sell pop culture, it does highlight another double standard that may be even more important: the different ways in which our society views men and women in the workplace. You’ve encountered these themes before; they form the basis for Sheryl Sandberg‘s controversial hit Lean In.

Consider two recent examples after the jump.

The first is the response to Marissa Mayer‘s Vogue photo shoot and the second is the PR problems Twitter encountered upon going public with an all-male board of directors. One reveals that prominent women who choose to behave in supposedly “female” ways will be criticized for using their sexuality to promote themselves. The other demonstrates that the C-suite—especially in the tech world—is still dominated by a group of men selling things to other men.

The promo’s excellent tagline reads “Don’t let labels hold you back; be strong and shine.”

Our question: would this campaign work as well in the United States? And if not, then what does that say about us?

(H/T to AdFreak)

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.
Publish date: December 9, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT