Saying Sorry Isn’t Just Limited To Women

Saying Sorry Isn’t Just Limited To Women
SHARE
THIS



Pantene’s latest ad has sparked discussion about whether women apologise too much.

Kara Jenkins, creative director at Isobar, believes the issue of saying sorry isn’t just limited to women.

“The issue that people say sorry when they shouldn’t is not a gender equality issue, it’s a confidence issue, and certainly one that isn’t limited to women,” she said.

“I feel that this ad sets out to achieve an admirable goal – to help women realise it’s ok to be assertive and confident in life, but it has missed the point in focusing on the art of the apology to do this.”

The ad is the sequel to Pantene’s ‘Labels Against Women’ late last year and looks at the amount of times women apologise throughout the day.

When someone comes and sits next to a woman she immediately apologises and removes the miniscule amount of elbow she had on the armrest.

Or when piping up in the middle of the meeting to ask a question, the woman in the ad precedes the, what she believes is a stupid question, with “sorry”.

“Empowering women to be confident, assertive, ask for what they want and not avoid confrontation is a whole other challenge, which this campaign doesn’t address,” Jenkins added.

“At least it puts the issue on the agenda and the concept would hit home for a lot of women – and men. It has certainly been very effective in getting people talking all over the world.”

Sarah Eberspacher from The Week however believes the ad is a rip off of Dove’s ‘Real Beauty’ campaign.

“Frankly, both feel incredibly disingenuous to me (“You’re perfect the way you are! Be the woman you know you can be! P.S., you still need to shower, so buy our soaps and shampoos!”), but at least Dove called shotgun on this marketing tactic years ago,” she writes.

The ad has generated much buzz online such as through comment sections on sites like Mamamia and AdWeek with a comment thread on the Mail Online asking whether we apologise too much.

Jessica Valenti from The Guardian in the US says beauty companies are now targeting our insecurities to make us buy their products.

“Beauty companies are now trying to make us feel insecure about our insecurities – all while giving themselves a pat on the back for “empowering” us to feel better (and collecting our money, of course),” she writes.

“Pantene is the most recent company to fall into the ‘confidence gap’: telling women that the source of their woes isn’t workplace inequality or crappy partners who don’t do their fair share, but women themselves. According to this new dictum, women are self-sabotaging at work, love and life.”

Read Valenti’s full article here.

Carmela Soares, creative director at Huckleberry Agency, believes the ad isn’t necessarily about saying sorry all the time, but targets the fact people apologise for things that aren’t offensive.

“I don’t personally see apologising as a weakness. But the ad is not about apologising,” she said.

“It’s about apologising constantly about things that are not necessarily offensive. And this subject is part of the zeitgeist. There’s a bigger conversation happening in society now about female empowerment, and the ‘sorry’ situation is one of the aspects of this discussion.

“The ad is based around a generalisation, and not all situations portrayed will necessarily resonate with all women, but whenever an ad makes people reflect on their own behaviours, it’s always a good thing.”

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]