A new ad sure to spark debate about women and the words "I'm sorry." The pantene commercial asking why are women always apologizing? ABC's Deborah Roberts is here with that story. Deb. Reporter: Hey,... See More
A new ad sure to spark debate about women and the words "I'm sorry." The pantene commercial asking why are women always apologizing? ABC's Deborah Roberts is here with that story. Deb. Reporter: Hey, robin, we're being called out on this, a subtle gender issue that most of us can relate to whether we're walking down a busy sidewalk or in a crowded office lobby women are bound to apologize just for existing. Get ready for a conversation. Sorry, can I ask a stupid question. Reporter: That's bound to have women scratching their heads. Sorry. Do you have a minute? Reporter: Pantene dropped a provocative ad campaign showing women in a constant state of apology. In the office. Sorry. Sorry. Sorry. Reporter: At home. Sorry. Reporter: Even in bed. Sorry. Reporter: Sound familiar? Universally every woman that sees the video is like, oh, my gosh, I do this all the time. And I don't even know it. Reporter: So the ad suddenly shifts gears. Good morning. You got a minute? Reporter: Depicting women who are strong taking control. Sorry, not sorry. The ad's empowering message, don't be sorry, be strong and shine. Women tend to have more connectivity between the left and right brain and because of that we're more emotional and more sensitive to how other people are feeling. Therefore, we feel like we need to apologize for everything. Reporter: Research shows that women consistently apologize more than men and experts say that simple five-letter word can have a big impact on the way a woman is perceived. Women seem less powerful and much more submissive because they tend to apologize more. Going forward if women can delete the apology and just go forth with their statement they'll come across as much pore powerful. Reporter: Pantene's ad is just the latest in a series of eye-catching pot-stirring campaigns. Last year the company released this commercial highlighting workplace stereotypes. While dove's real beauty ad got women talking about self-image. Self-perceptions are generally kind of harsh when really that's not how the world sees us. Proven over the past year that talking about sexism and feminism and female empower. Is a great way for brands to build buzz. Reporter: All to encourage women to confidently embrace themselves, something no one should feel sorry about. Kind of hard to see that far away, sorry, sorry, sorry, guys. The company is banking on this new ad not only selling shampoo but getting them to think about their self-worth. If other campaigns are any indication, get ready for a lot of water cooler talk. The last one 46 million hits online talking about how we -- We all do that. My first sentence was, it's my fault, my mom told me. Isn't that funny? I'm sorry. It's my fault. I think we all do it. Conditioned to say sorry. Yeah, much more than men do. We got to -- our little girls can all learn something. I notice that a lot on the tennis court. A woman will hit a winner and apologize to her opponent. You are don't need to do that. A guy would never do that. We asked you, do you think women say "I'm sorry" too much. We asked online. 72% of you said yes, 28% don't think so. That's telling. Sure is. Thank you, Deborah. Thank you. I'm not sorry about coming here. We're not sorry either.
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