Pantene Breaks Down Every Sexist Workplace Stereotype in One Ad

Aims at double standards at work

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In 60 seconds, Pantene Philippines used an ad to deftly break down the double standards men and women face in the workplace.

While a man is a “boss,” a woman is seen as “bossy.” Men are “persuasive,” while women are “pushy.” If a guy works late, he’s “dedicated,” but a woman is “selfish.” A man who struts down the street is “smooth,” but his female counterpart is “showy.”

And if you needed any more reason to watch the commercial, made by BBDO Guerrero in Manila, then take Sheryl Sandberg’s endorsement of the spot:

161 comments
kallymouse
kallymouse

And the sad part is, I can see and was thinking slightly about those terms being applied to those people in that way. :( What has society done to me?

JoshuaWilhour
JoshuaWilhour

This is a sexist ad reinforcing false stereotypes of men. This is not how most men think, it is much more like the way that women think about other women. It is counting on easily influenced women believing this lie and the additional lie that this shampoo is worth buying for a premium price when it is no different than cheaper brands. Its known as a stupid tax, but you have to sign up and give your credit card # to win the free prize.

RogueHedonist
RogueHedonist

All men are not those things and all women are not all those things and vice versa.

shlomoshunn
shlomoshunn

Typical feminist attempt to make the world seem "sexist" to special snowflakes.


Are women never pushy?


Do they know the difference between being bitchy and being assertive?


Can females handle rejection?


Do fembots not think men ever call male bosses a-holes?

aperusquia
aperusquia

I would like to state that this commercial is an absolute bogus. In addition it encourages victim mentality among females and defense reaction among males. 

I am a female engineer. Last summer I worked in an oil and gas and encountered the female types described in the commercial. We had very pleasant and smart female, who wore awesome colored dresses to work. Not one person said that she was a show off. This thought did not even cross my mind. We enjoyed looking at her different outfits. She looked very nice and not boring. In addition she was very technical person and did a good job.

Then there was another lady from government affairs. She held very high position. She was cut and dry, but at the same time was very friendly and full of useful information. Her job required her to be straight to the point - she had to wrestle with some unpredictable circumstances every day. Again, everyone respected her and asked her for her professional opinion. Not one person thought she was pushy.

In addition, we had a lady in a high management position, who was very feminine like the woman in a commercial. Again, she knew what she was talking about, and not one person perceived her as bossy. 

Being an engineer with affable personality, I personally encountered few surprised looks. Some people wondered how I got to my position, so they asked my background. Everyone seemed impressed. Not only so, men actually would open up and seemed to be happy that I could talk to them on the same technical level. We had lots of good times. 


So this add is bogus. Not to mention, Paul Mitchell shampoo is so much better than Pantene! ;) I would like to thank men and women for being so awesome in oil and gas, and not to pay attention to this unrealistic commercial. I do not care what sociology studies say - based on my experience, if a woman knows what she is talking about and does a great job, she will not encounter these and other stereotypes.

HarveyWallbanger1
HarveyWallbanger1

I had a brunette female colleague show up to work blonde one day. She was so perplexed by how nobody acknowledged it. I thought that was such an interesting and sad example illustrating what we've become. Like it or not, guys are "getting it," and they're going to keep getting it with every passing ridiculous year.

I guarantee you that in a few years' time you're going to be reading about a high profile convoluted charge of gender discrimination made by a female under a basically female power structure. It will only be then that an honest dialogue will be allowed to take place. I wouldn't be surprised if it happens at Yahoo under Marissa Mayer. She came close to it, with her stance on post-natal paternity leave.

azmalhome
azmalhome

Falling in love with a new girl and falling in sex are same things. sexual intercourse is most entertainment to humankind for all the time. But sometimes it fetches extremity for someone. Sex is a most dangerous disease for someone in the world. Because It comes in the vein when they’re not suffering about any disease. Cigarette slays humankind slowly and HIV slays humankind with scandalous. Mostly divorce is development country for sex. Some people are heavy responsibility about exact planning. But they’re unable to keeping far own from illegal sex.

Pleasure is available in illegal sex for a while. The hurt’s available long less into it for someone.

http://azmalhome.wordpress.com/2013/01/27/love-and-sex/




HarveyWallbanger1
HarveyWallbanger1

Persecution complex. Feminists will get the world that they're asking for...whether they want it or not. No refunds, no exchanges. So here we are in 2013 charging 6 year old Kindergarten boys with sexual harassment. Lovely. 

valentine.godoflove
valentine.godoflove

IN CAPS FOR THE ELDERLY.....DEFEND THE WEAK.....KNIGHT TEMPLARS


WE ARE SOME OF EACH........YOU ARE.......WHAT YOU ARE......


PLAY THE CARDS.....AS GOD GAVE YOU....


VALENTINE, COMEDIAN....LOL....

AliusUmbra
AliusUmbra

I'd like us all to remember that these stereotypes are perpetuated by both genders, but MOSTLY women.


Chick-on-chick hate, anyone?

S_Gracey
S_Gracey

I wouldn't exactly call that groundbreaking or particularly powerful if I'm honest... Its wasn't particularly badly executed as some as suggesting it was just a bit...blah.

s.emhecht
s.emhecht

I'm loving all these butthurt guys who are trying to make it about them.

SereneTouma
SereneTouma

I think there was idea was a good in there somewhere, but it seems to have gotten lost in the poor execution. I think it might say more about how the makers of the ad see women / men in the workplace... and it's not clear, are those words what other men/women think? or people in general? Or because they are unspoken, there is a slight suggestion that it's what they think of themselves (!) - the worst potentially…  just my two cents.


MeribastMousesmacker
MeribastMousesmacker

Thinks the whole thing is ridiculous because gender behavior is created by society and what is right and wrong within those constructions of gender. This looks at it only from one perspective, not from the other side and the whole thing is perpetuated by both men AND women.


Sorry, can't have your cake and eat it, too.

KemalBurakHanoglu
KemalBurakHanoglu

Sorry but really a very bad add.. The building labels look the opposite of the intent to me.. for me the lady is in the building that reads BOSS and the guy in the BOSSY... thinking/implying a word hanging in the air or on a distant physical object in the same frame with a person is to label him/her could be a concept of comics not adds. The reflection of the lettering of the next-door building onto the face does not make me think "he is/labeled boss, she is/labeled bossy.."  The "persuasive" guy looks calm and the lady has her finger in the air and a strained face.. Surely, go shine.. but it is a poor trigger for it..

WilliamJ.LeeIII
WilliamJ.LeeIII

The "smooth" guy was all clean straight lines, you could only make out the barest hints of his actual frame, no clue of whether he was fit or crack-skinny, the liveliest part of his outfit is the jacket, which calls attention toward the collar and therefore face. Her outfit wrapped around her breasts, which were presumably being supported by an attractive brassiere, making them the most immediately apparent thing about her, and then all the rest of the outfit's attention moves south to her floofy legs. Also she was showing probably three times as much of her skin as he was, and clear definition of her stomach and waist. The rest of the ad was fantastic. That part was just a reminder that despite all of that, do remember to act and dress differently from men, in order to attract and please them.

SaraTansey
SaraTansey

@JoshuaWilhour It is not necessarily illustrating how men think, and to be honest, you come across more than a little bit paranoid saying so. It doesn't label men as the cause of the perpetuation of these labels, only shows you how society as a whole can often generalise regarding double-standards and women in the workforce in particular. It is, in my opinion, more indicative of how the media - and yes, women - view (other) women, and how they confine them through labels.

ARoss
ARoss

@shlomoshunnThe fact you use the term Fembot shows you are one of the types that this ad is telling women to ignore.

bigyaz
bigyaz

@aperusquia  Yes, since you didn't see it in your particular environment it doesn't exist. And you probably would argue hunger doesn't exist in the world because you saw people eating unlimited breadsticks at Olive Garden!

ARoss
ARoss

@aperusquia Anecdotal evidence of a lack of sexism does not mean sexism does not exist.  Just because you personally haven't seen it doesn't mean that it doesn't happen.   Why don't you ask your male counterparts if they are getting the same pay for the same job.  Bet their check weighs more than yours.

goblue562
goblue562

@aperusquiaJust because YOU don't think that someone is showy or bossy doesn't mean that it doesn't happen anywhere else.  Did you ask any of your coworkers if they thought the same way you did?  Oh, you didn't, did you?  So I would think that your complaint is bogus.  


Oh, and btw.. Paul Mitchell shampoo isn't any better than any other shampoo out there, including Suave.  Just costs more.. 

shlomoshunn
shlomoshunn

@HarveyWallbanger1 In Sweden a fembot professor charged a male student with sexual harassment because he did NOT look at her; rather, he looked down...taking notes during her lecture. She accused him of denying her the "male gaze."

johnsmith42
johnsmith42

@HarveyWallbanger1 So sexism isn't real and the genders are completely equal now? Great, now I can sunbathe topless in public just like guys without being arrested, or walk in dark streets at night without getting raped, or drive in Saudi Arabia!

shlomoshunn
shlomoshunn

@s.emhecht 


How about the butt-hurt women like your mom...who likes entire football teams entering her fundament?

David_J
David_J

@s.emhecht Very classy statement.  I think you have more testosterone than most of the guys commenting.  

papaturts
papaturts

@KemalBurakHanoglu You say that you think one thing, yet you seem to understand what they were going for in that scene. So obviously it worked...derp.

puesnada
puesnada

@WilliamJ.LeeIII 
That's because society expects women, especially in the workplace, to dress in a certain way. If all women came to work in loose-fitting men's suits they'd be told they were dressed inappropriately or just mocked behind their backs as 'dykes' and such. If they wore figure-hugging suits that would be too revealing, presumably...so they really can't win.

WilliamJ.LeeIII
WilliamJ.LeeIII

Even their behavior. She struts down the street aggressively, her expression says "I don't care what you think, EVERYONE." He strolls passively, his expression says "Damn I look good in this, and I sure am glad to be out of work."

It reminds women they are being watched, it demands they respond to that observation by being watch-worthy, with big tits and sexy clothes.

shlomoshunn
shlomoshunn

johnsimth42: 


So cops can now touch women's chests during searches, like they do males, and not be brought up on charges?


Women now do all the dirty, dangerous jobs men do?


Men are finally getting equal custody awards post-divorce?

HarveyWallbanger1
HarveyWallbanger1

Actually, it's common sense that no longer exists...as you so eloquently demonstrated.

maryGenderBender
maryGenderBender

@David_J @s.emhecht 


Way to perpetuate the BS that women need to fit into some imaginary stereotype where one must remain "classy" at all times. Great job, 

WilliamJ.LeeIII
WilliamJ.LeeIII

Class doesn't flaunt it's body, your body is just a thing you have. Class flaunts its brain, your brain is the thing you made.

SaraTansey
SaraTansey

@shlomoshunn 1. They already do, and charges for assault during body searches are extremely rare - and they practically NEVER reach court let alone win.

2. They already do! Yes, more men are inclined towards physical labour and military service, but that doesn't mean women refuse! What do you want to do - force women to take jobs they aren't interested in? No one in this day and age said woman aren't allowed to be builders or soldiers because they're too 'delicate' or 'fragile' and if they did, they certainly weren't a feminist.

3. That is an age-old problem which I will agree needs to be addressed, but in general, the rates have most definitely improved exponentially, though the courts do have a way to go.

Zevoa
Zevoa

@HarveyWallbanger1  
So you actually thinks it's common sense that half the world's population needs to fear, plan for and actively take preventive measures to avoid violence committed to them by the other half of humankind? And we're not talking third world vs first world here, we are talking people who share the same country, the same society, the same workplaces, the same schools, the same homes!


You really ought to take a crash course in the actual meaning of the phrase "common sense".

SaraTansey
SaraTansey

@HarveyWallbanger1  Why isn't it common sense that a woman should be allowed to bathe topless, or walk in dark alleys without fear or being raped, or drive anywhere in the world that she wants?

Because you, and society in general sexualise women's bodies so much that even exposed women's shoulders are now deemed inappropriate for uniform codes at some schools. Just because you personally sexualise her breasts, her stomach, whatever else doesn't mean it is inherently inappropriate - or even sexual. We forget people! They're there to produce milk for a child, not for you to ogle, cover, judge or shame us for.


And why shouldn't a woman be allowed to walk down a dark alley and not fear being raped in particular? Why do you MRAs seem so comfortable with the fact that "rape will always occur", and don't seem to focus on the fact that it is NEVER acceptable?

As for not being allowed to drive - seriously? How is that not an acceptable proposition to you? And just in case you're going to drop any pretence of logic and fair-mindedness to cite the age-old "Women can't drive" adage, perhaps you'd better do your homework. In fact, I did it for you: http://editorial.autos.msn.com/article.aspx?cp-documentid=788126

jaimejain
jaimejain

@maryGenderBender @David_J @s.emhecht I didn't realize being respectful and polite was something that was solely attributed to females. Please stop construing everything as an insult, some thing are just words.

puesnada
puesnada

@WilliamJ.LeeIII 
So attractive women who don't want to dress in loose, figure-hiding clothes are to blame for men's desire? Have you considered moving to Saudi Arabia? You seem to share a lot of their beliefs on feminine dress.

bluenotewriting
bluenotewriting

@WilliamJ.LeeIII I understand what you are getting at, William.  I agree. The ad would have been better had it not resorted to stereotypes at the end itself.

WilliamJ.LeeIII
WilliamJ.LeeIII

The man is attractive because of his face, the woman is attractive because of her outfit. You really don't see this?

Sorry, his face, AND the money he obviously makes.


I'm not trying to say "Women don't dress like this" I'm saying "Look at why they built the ad this way." They want you to feel like you have to live up to our ideals of beauty so you keep buying. Everything else=equality, appearance=YOU NEED PANTENE AND DESIGNER DRESSES

WilliamJ.LeeIII
WilliamJ.LeeIII

Oh, and I find nothing offensive about her dress. What I find offensive is the way its being portrayed as an equivalent to business attire. Its an attractive outfit. Its designed to show off. Its not the gender reverse to a suit, the gender reverse to a suit is A SUIT. That would have much more "smooth" without sexualizing the person inside it.

WilliamJ.LeeIII
WilliamJ.LeeIII

But I didn't say anything about intelligence in the first place. You control your own brain. You decide morality, rationality, everything. You don't have to be smart to show off the way you think. Some people are funny. Some people are caring. Some people are brave. Some people are just plain good.

WilliamJ.LeeIII
WilliamJ.LeeIII

Hold on are you actually defending the sexualization and objectification of women by the fashion industry?

WilliamJ.LeeIII
WilliamJ.LeeIII

Oh, and, no, you aren't born with a certain capacity for intelligence, only for rate of growth. Anyone can work hard enough to be smart enough. Nobody is stupid, its just much easier to be stupid than learn, and EVERYBODY'S lazy.



(It should absolutely not be inferred that I am excepting myself from Everybody. I would be willing to bet a substantial sum of money I can out-lazy anybody reading this any day of the week.)

WilliamJ.LeeIII
WilliamJ.LeeIII

I didn't invent the pituitary gland, but I do try to avoid purposely inducing other peoples' to create sex hormone (except in the obvious circumstance) and I don't think it's unreasonable to expect the same in return

WilliamJ.LeeIII
WilliamJ.LeeIII

Do you really think the purpose of all those skirt layers isn't to make every man in the room MORE full of testosterone because those legs look harder to access than other legs, and are harder to ignore because they create so much motion?

WilliamJ.LeeIII
WilliamJ.LeeIII

Can you really not imagine a skirt which stands out less without being form-fitting? Have you ever heard of...uh....a skirt? Like, not a pencil skirt or a ballgown skirt but a skirt, which is a single piece of fabric the length of your legs and the width of your hips? It shows the curve of the thigh, and it looks exceedingly like a garment, instead of a showpiece. I also don't mind at all a woman wearing pants, assuming of course those pants aren't literally exactly the same shape as that person's body, because there's nothing "classy" about "clothes you look the same in naked as clothed."

WilliamJ.LeeIII
WilliamJ.LeeIII

Healthy and skinny are not the same thing, despite what the fashion industry wants you to believe. She doesn't have to hide her curves, but she can't expect to be "classy" for showing them off. I don't wear bike shorts or muscle shirts to impress people, because what my body looks like isn't important. What your body looks like IS important, because that's what the fashion industry has decided.


Also, confidence isn't aggression. Her chest is out, her eyes are lit. His chest is back from his chin, his eyes are downcast. He's being confident, but very passive.

fluffpop62
fluffpop62

Have you read what you wrote?  You imply that a woman, who *has curves* by definition (and genetics), unlike a man, MUST hide those curves because she isn't built in "clean straight lines".  Her "floofy legs"?  Really?!  Do you understand that the alternative would have been something more fitted, which would have been even more offensive to your misogynistic eyes?  
YOU are the target audience of this commercial.  Where you say she "struts down the street aggressively," had she been a man, you would have said he "struts down the street confidently." 
Your third comment is equally infuriating - really?  You aren't born with a certain capacity for intelligence?  You just "make" it because you want it?  And your body - that's not a reflection of your commitment to your health, because you're aware that a healthy body fuels a healthy mind?