A Man's a Boss, a Woman's Bossy: Pantene Philippines Spotlights Gender Biases

P&G Brand Asks You to Shun the Labels in Stirring Spot

Published On
Dec 06, 2013

Editor's Pick

Pantene Philippines might not sell much shampoo with this ad, but it's certainly worthy of stirring up a conversation -- and at least earning the brand some goodwill. A spot from the P&G brand created out of BBDO Guerrero, Manila shows men and women in similar situations -- leading a company, washing their face -- and shows how we label the same actions differently, just because of their genders. A boss becomes bossy, while smooth becomes show-off (a quick glimpse of Pantene-shiny hair can be seen at that moment). At the end, the spot tells you to shine, and not let labels hold you back.


Dec 06, 2013
Brand :
Pantene Philippines
Client :
Pantene Philippines
Agency :
Chief Creative Officer :
David Guerrero
Executive Creative Director :
Dale Lopez
Executive Creative Director :
Tin Sanchez
Copywriter :
Lauren Lim
Art Director :
Isai Martinez
Art Director :
Liz Castaneda
Associate Creative Director, Copywriter :
Donna Dimayuga
Production Company :
Director :
Simon Cracknell

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