Pantene's 'Not Sorry' ad is so much more than just a shampoo commercial. The advertisement was introduced as part of its #ShineStrong campaign, calling out to women who overuse the word "sorry," when there's nothing at all to be sorry for.
The campaign video shows women apologizing for just about everything, including prefacing their questions with a needless "sorry," or saying the word before asking for help. Rather than being sorry for things that you're not truly sorry for, the Pantene commercial encourages women to strong, assertive and confident. The 'Not Sorry' Pantene video is a follow up to its Labels Against Women commercial, which went absolutely viral and put a similar focus on the behavior of women and how it is perceived by others.