Pantene’s latest ad tells emotional transgender stories and asks people to see beyond gender
Pantene in Thailand has continued its thought provoking style by asking people to #SeeBeautyNotGender via a series of emotional stories featuring real transgender people.
A film introduces Thai LGBT celebrities in a series of tales that highlights other qualities that aren’t about gender, for example strength or caring.
The film features Treechada Petcharat, also known as Poyd (Thai and international super star, Miss International Queen), Kulchaya Tansiri (Miss Trans Star Thailand 2018), Nicha Rongram (Committee of The Foundation of Transgender Alliance for Human Rights), Nijshanaaj Sudlarphaar, also known as Sarina Thai (First Thai transgender model on NYFW Runway since 2013, until now) and Tachanan Khontrong (Actress).
According to Pantene, it chose to tackle this subject because, while Thailand was becoming more accepting of transgender people, there is still a bias and transgender people do not want special treatment.
The campaign, by GREYnJ United, will run online, with the video seeded across social media. While a social media element on Facebook and Instagram will create a more direct way for Pantene to ask its audience.
Using interactive Facebook and Instagram stories, people will be asked “what do you see?” in order to encourage them to look beyond gender.