This year women’s healthcare and beauty companies have used videos to captivate emotional responses from consumers. I remember Dove’s “Real Beauty” campaign that tried to get us to reconsider our perceptions of beauty.
A new advert from Proctor and Gamble’s Pantene is attempting to also strike an emotional response with its latest production. The ad tries to show gender stereotypes, and double standards.
For example, a strong assertive man is a boss, but a woman in the same position is bossy. A man who works late is dedicated to his work, a woman who does the same is selfish. A man who grooms is neat, a woman who does the same is vain etc. etc.
Though there are no black women in this advert which was released for the Asia-Pacific market, I’m sure that women who are in leadership positions in politics, or business here in Africa have had to deal with these types of messages at some point in their career. Locally we can conclude that there are many expectations placed on women from society. From being able to cook and care for your family to being less firm in the workplace, the list goes on. Don’t let socially contracted expectations or labels hold you back from your pursuit for success and fulfillment.
Watch the Pantene advertisment yourself! Can you relate? Let us know… let’s discuss! Pantene Ad Campaign