WATCH The Pantene Advert Breaking Down Sexist Stereotypes In The Work Place

12 December 2013 by

If you haven’t yet seen the new Pantene TV ad, then we advise you watch it immediately. With five million hits and counting, the 60-second video has gone viral, winning the support of influential business women including Facebokk COO Sheryl Sandberg.

WATCH The Pantene Advert Breaking Down Sexist Stereotypes

The ad – shown in the Philippines and called ‘Labels Against Women’ – calls out the hypocrisy that a powerful, authoritative woman is seen as pushy and showy, while alpha men are simply dedicated and persuasive.

In the opening scene, we see a suited man holding his own in a meeting room and the word ‘boss’ appears on a skyscraper in the background. The scene then switches to a Jimmy Choo-clad woman acting exactly the same way, yet the caption turns into ‘bossy.’ Similarly, a man working late into the night is ‘dedicated’ while a woman putting in long hours is deemed ‘selfish.’

Sheryl Sandberg has called it ‘one of the most powerful videos I have ever seen illustrating how when women and men do the same things, they are seen in completely different ways.’

We think it’s a clever and insightful look at the sexism that’s still inherent both at work and in society at large. But what do you think? Tweet us at @Grazia_Live or join the debate on Grazia UK's Facebook page. 

By Christina Quaine


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