Pantene 'Strong Is Beautiful' campaign praises African American hair

Grey New York departs from typical beauty care imagery in a poetic and inspiring spot.

Hair care brand Pantene has long been known for spots full of long, sleek manes swaying and swishing from the heads of pale models. But that’s a standard of beauty that many African American women can’t (or don’t want to) conform to. Now to begin to help set things right, Pantene has released a new TV spot in its "Strong Is Beautiful" campaign promoting its "Gold Series" line of products specifically formulated for African American hair. The 60-second spot from Grey New York features spoken word poetry and hairstyles by Chuck Amos, set to Ethiopian-American singer and songwriter Kelela’s song "Gomenasai," a Japanese word translating roughly to "I’m sorry."

Credits

Agency
Global Group Creative Director
Creative Director, Copy
Creative Director, Art
Art Director
EVP, Global Account Director
SVP, Account Director
VP, Account Director
Senior Account Executive
Assistant Account Executive
Global Planning Director
Strategist
Strategist
VP/Executive Integrated Producer, Townhouse
Integrated Producer, Townhouse
VP Director of Art Integration, Townhouse
Music Producer, Townhouse
Editor, Consulate
Pantene Hair Stylist

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