Impactful. Brilliant. Simple. Strong. These are all words I though of while watching this captivating advertisement by shampoo company Pantene. I am loving all of the recent commercials that are empowering women and focusing on how to change the way women are viewed in society. This short TV spot by ad agency Grey New York highlighting Pantene’s new Shine Strong campaign is a clear winner in terms of actual change and strong brand messaging.
Why does using this one word mean so much in society? Gwen Moran for Fast Co. says, “Apologizing unnecessarily puts women in a subservient position and makes people lose respect for them, says executive coach and radio host Bonnie Marcus. Sylvia Ann Hewlett, founder of the Manhattan-based think tank, Center for Talent Innovation and author of Executive Presence: The Missing Link Between Talent and Success, says using “sorry” frequently undermines our gravitas and makes them appear unfit for leadership.”
This commercial hit home with me because I myself know that I apologize for unnecessary things. Not only that, but people have called me out on unnecessary apologizing. This TV ad was such a ‘duh’ lightbulb moment. I loved seeing the difference between injecting a “sorry” comment vs. excluding it, and how much more powerful and strong the statements sound. Panteen is giving women a simple tool to empower themselves and change the gender norms. It is so simple it is absolutely brilliant.
Women should never apologizing for having their thoughts heard. It is such a simple switch of omitting the word, but it makes a world of difference. Thinking about it, I have noticed that saying sorry when you do not actually mean it is very common-especially with my generation. The Atlantic says, “As a word, “sorry” has entered that puckish pantheon of Terms That Seem to Say a Lot but Actually Say Very Little. “Innovation” is one of those terms. Anyway, “sorry” is similar: It is semantically supple. It can be meaningful, but only in a particular context. It can indicate, depending on the circumstances in which it’s deployed, deep regret…but it could also indicate contrition of a much more casual variety.”
Why be Sorry when you can be Strong?