Pantene Commercial Asks Whether Women Say 'Sorry' Too Much

The new campaign asks whether women say "sorry" too much.

ByABC News
June 18, 2014, 11:06 AM

— -- A new ad by hair care giant Pantene has opened a conversation on whether women apologize too much.

The ad, dubbed “Not Sorry,” shows women apologizing in the office, at home and even in bed, with one woman apologizing to her partner while pulling up the covers.

“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,” Pantene spokeswoman Cheri McMaster told ABC News.

After the apologies, the ad shifts gears to show women who are strong and taking control, with some of the women saying, “Sorry, not sorry.”

Experts say that the simple five letter word at the heart of the commercial - sorry - can have a big impact on the way a woman is perceived.

“Women have more connectivity between the left brain and the right brain and because of that we’re more emotional and more sensitive to how other people are feeling,” Tonya Reiman, author of “The Power of Body Language," told ABC News. “Therefore we feel like we need to apologize for everything.

“If women can delete the apology and just go forth with their statement, they’ll come across as much more powerful,” she added.

The ad’s empowering message is part of Pantene’s “Shine Strong” campaign and the newly launched Pantene Shine Strong Fund that will underwrite grants and give women access to influential leaders to “enable women to be strong and shine,” according to the company.

This ad, combined with Pantene’s commercial last year – “Labels Against Women” – that highlighted workplace stereotypes, is the latest in a series of eye-catching and pot-stirring ad campaigns geared toward women.

Dove’s “Real Beauty” campaign went viral last year after it showed the differences in how women view themselves versus how others view them by engaging a sketch artist.

“It’s been proven in the past year that talking about sexism and feminism and female empowerment is a great way for brands to build buzz,” AdWeek writer Emma Bazilian told ABC News.