Katie LaPotin, Red Alert Politics, December 10, 2013
Pantene Philippines has recently launched a new campaign – #WhipIt – but instead of focusing on a specific hair or skin product, the company is drawing attention to cases of gender discrimination in the workplace.
In the ad, which features a cover of the 1983 Tears for Fears hit “Mad World,” various workplace scenes portraying double-standards in the office are shown, each of which is identified with labels. In one scene, for example, a man is called a “boss” while the woman is referred to as “bossy”; another has the man being labeled as “neat” but the woman as “vain.”
“Don’t let labels hold you back. Be strong and shine,” the ending text, which summarizes the message of the campaign, reads.
The campaign has created quite a stir on social media, with many women praising the #WhipIt campaign for its bold statement.
Watch the ad in full below.