Pantene #ShineStrongYear: 2014
The Concept: Pantene's 2014 campaign challenged women to #ShineStrong, not only through their Pantene-nourished hair, but also through their attitudes.
The campaign's most popular ad was their "Not Sorry" video, which begged women to stop apologizing for themselves -- to ask questions without prefacing them with self-effacing comments, to ask for help without showing weakness, to say not sorry but instead, #sorrynotsorry.
The Impact: This controversial video sparked an enormous online discussion. While the message seemed to promote self-assuredness, at the same time, it followed this format: "Ladies, stop doing X, because it makes you seem Y, and start doing Z." Not dissimilar to, "Ladies, stop wearing mini skirts, because it makes you seem loose, and start wearing tailored suits."
The video has since been watched over 16 million times on YouTube, earning equal numbers of positive and negative ratings from viewers.
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