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Pantene: Don’t Hate Me Because I’m BeautifuLGBTQ+
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As a brand once known for a particular kind of "beautiful hair," Pantene is tackling conventional stereotypes with "Don't Hate Me Because I'm BeautifuLGBTQ," a new message that's part of their recently launched "Power To Transform" campaign. Created in partnership with GLAAD, the campaign takes the brand's ubiquitous line from its famous 1986 advertisement to redefine what 'beautiful' looks like in today's world by featuring a range of people within the LGBTQ+ community and their own unique stories of transformation.
Agency: Grey, New York Each person featured represents their own transformation and unique sense of self-expression, with three stories being featured in separate supporting campaign videos. One video shares the story of Pooya, a transgender woman from Iran who was once jailed for having hair that was considered too long. “I want to be there for people in a way that I didn’t experience when I was younger, and let them know that there is nothing wrong with them,” Pooya states in the video after joining the initiative in hopes that her story would enable others to see their place in the world and envision the transformations they are capable of. In addition to being WorldPride sponsors, the launch of “Don’t Hate Me Because I’m BeautifuLGBTQ+” also comes with the announcement of Pantene’s partnership with GLAAD, which will continue to uplift members of the LGBTQ+ community by celebrating inclusion, representation and freedom of expression. This furthered commitment follows recent global Pantene campaigns in the Philippines and the U.K. which celebrate and showcase transgender beauty and the stories of that community.
Assistant Creative Director: Bryan Burns Related |
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