The New Pantene Commercial Condemns Gender Stereotypes

By: Emilie Picillo - Published: Dec 6, 2013 • References: pantene and
While other television advertisements tend to fall into gender stereotypes, the new Pantene commercial condemns them. The ad features a compilation of scenes featuring men and women contrasted in the same setting. For instance, we first witness a man set against a city backdrop with a billboard that reads "Boss." While the woman, set within the same context, features a billboard that reads "Bossy."

These stereotypical gender comparisons are epitomized in scenes of the man and woman working late, the man labeled as "dedicated" and the woman as "selfish." These ideas make it difficult for some women from reaching a business professional status, because there are still negative connotations attached to work-driven women, as illustrated in this ad campaign. Pantene breaks down these stereotypes by making them clear, and cleverly associating the word "shine" with its glossy shampoo.