Pantene, the P&G-owned hair care brand, is urging women to stop apologising in a new film released today, 18 June.
The spot, created by Grey, follows women as they say sorry at nearly every point of the day; from when they enter a room at work unannounced to giving up their arm rest in a waiting room or asking their partners to hold the baby.
Pantene said in the blurb of the ‘Sorry Not Sorry’ film: “Sure, it’s polite to say 'sorry' sometimes. But for everything? No way. As women, we weaken our own strength (in ways men never do).”
Half way through the spot the women stop saying sorry and show how much more confident and convincing they become in making their point.
Pantene is encouraging people to share the film across social channels using the hashtag #shinestrong “to help Pantene empower women everywhere”.