Without split ends, I too can overcome adversity

Pantene Philippines has recently launched the “Whip It” campaign, elaborating on the parent companies long running “Shine Strong” campaign. Since I’ve been in grad school I haven’t had much time to spend on social media. Recently during my break I checked in on Facebook and found this video coming up in my feed, that I just could not resist to watch about a single Filipino mother and actress and her struggle to overcome derogatory labels that have been assigned to her.

The Whip It campaign is elaborating on the Shine Strong “Labels Against Women” videos which appeared earlier this year in which the labels given to men and women in the same situation are different: a man is the “boss” in a position of power, and woman is “bossy” in a the same position.

I have to admit that these feminist themed videos touched a nerve with me personally. I have long been an advocate for women’s empowerment, and feel it is a personal mission to point out sexism when I come across it and shame the perpetrators. Immediately following the video’s releases they went viral, and many including the Huffington Post, applauded Pantene for these campaigns, and Whip It won advertising awards at Kidlat in the Philippines.

While becoming addicted to Pantene’s Youtube feed, I found a previous ad campaign based on mini dramas produced for the “You Can Shine” series. These fictitious stories include a a deaf girl who wants to play the violin in Indonesia, and an awkward young Russian girl who dreams of becoming a gymnast. Although hokey and predictable the stories were enough to keep me watching 4 minute episodes.

On a second watch of these videos I keep noticing the amazing hair on the actresses. The camera flaunts the bouncing, perfectly posed hair as it shimmers and flows flawlessly from the shoulders of our featured heroines. Wait a minute, I think, my hair has not been looking so great, and I’ve got some split ends, perhaps I should get some Pantene or else I won’t be able to overcome adversity like the women in the videos.

Wait another minute, I think, I’m being sold to! Pantene is playing on my emotions to sell hair care products! Am I angry? Do I feel betrayed? No, not really. Pantene just entertained me for about an hour, pandered to my point of view… and I really should consider buying some better shampoo…

References:

http://www.huffingtonpost.co.uk/2013/12/09/pantene-whipit-advert-label-women-feminism_n_4411390.html

http://www.rappler.com/bulletin-board/57764-whipit-kidlat-awards

http://redalertpolitics.com/2013/12/10/watch-new-pantene-ad-highlights-how-men-and-women-are-viewed-differently-in-the-workplace/

http://youtube.com