Sorry, not sorry

Pantene says there's no need to apologize.

Apparently saying sorry a lot isn’t just a Canadian thing. Women have a bad habit of apologizing when they needn’t, according to this new spot from Pantene and Grey New York. In a follow up to “Labels against women” (see that video below), the brand is encouraging women to cut back on the word by showing how they can make their point better by stating their thoughts without prefacing it with a “sorry.” We like the message (though this Stim writer wonders if the guy at the end couldn’t have been left just a little bit of blanket) and think “Sorry, not sorry” is a term that needs to be heard more.


Client: Pantene, Procter & Gamble
Brand: Pantene
Agency: Grey, New York
Chief Creative Officer: Tor Myren
Global Group Creative Director: Joanna Carver
Creative Director: Tanner Shea
Director, Broadcast Production: Bennett McCarroll
Executive Producer: Judi Nierman
Producer: Jimmy Wade
Music Producer: Ben Dorenfeld
Account Team: Yashaswini Samat, Danielle Avedon, Angelica Mata
Production Company: Community Films
Director: Pam Thomas
Executive Producers: Carl Swan, Lizzie Schwartz
Line Producer: Elena Halvorson
Director of Photography: Jim Frohn
Editing Company: Consulate
Editor: Holle Singer
Assistant Editor: Stephanie West
Post Executive Producer: Alan Lope
Music: Q Department
Mix Company: Audio Engine
Mixer: Eric Hoffman