Get the most important digital marketing news each day.
Pantene “Labels Against Women” Ad Gets Global Launch After Winning Sandberg’s Recognition
After going viral this month, the Philippines Pantene “Labels Against Women” video ad will be released globally in an online media campaign.
According to a report on AdAge.com, Proctor & Gamble Co. decided to push the ad’s global launch after Facebook’s COO Sheryl Sandberg shared the ad on her Facebook page, helping it earn more than 7.5 million views on YouTube.
The ad highlights the double standard between how women and men are perceived in the workplace. Using a cover of the Tears for Fears song “Mad World”, the ad spotlights a series of professional situations, showing how a man’s behavior is perceived positively, while the same behavior exhibited by a woman is often perceived negatively.
AdAge.com says the ad was initially posted online November 9 and shown on Philippines TV twice, but received a majority of its YouTube views after Sandberg posted the video on her Facebook page earlier this month. Sandberg, a celebrity in the tech world and bestselling author of the book Lean In: Women, Work and the Will to Lead, claimed the video was “one of the most powerful videos” she had ever seen.
As of today, the ad has earned more than 8.6 million views and generated 147,379 shares. The AdAge.com report says Proctor & Gamble is buying search, YouTube, and Facebook ads along with promoted Tweets in the US and globally, as well as adding a #ShineStrong hashtag to the ad’s current #WhipIt hashtag.
Read more on the Ad Age story and below, the ad: