AgencyGrey New York
SectorFMCG and Cosmetics / toiletries
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."