Why is a man termed "the boss" while a woman is still called "bossy" for doing the same job?
In an overseas Pantene ad that's quickly gone viral on YouTube - with a little help from Sheryl Sandberg, that's just one of the eternal gender-stereotype questions being asked, Yahoo Shine reported.
"This is one of the most powerful videos I have ever seen illustrating how when women and men do the same things, they are seen in completely different ways," Sandberg, COO of Facebook wrote on her Facebook page over the weekend, garnering more than 2,700 likes and 1,200 shares. "Really worth watching. Lean In prize of the day for sure!"
Created by the BBDO agency and aired only in the Philippines, the 62-second video has racked up more than 4.3 million views on YouTube since being posted a month ago.
With a cover of Tears for Fears' "Mad World" playing in the background that's haunting, the images are even more so: high-powered men labeled "boss," "persuasive," "dedicated," "neat," and "smooth" for speaking, walking, and preening, while women doing the same are branded "bossy," "pushy," "selfish," "vain," and "show-off," Yahoo Shine reported.
"Don't let labels hold you back. Be strong and shine," the inspirational tagline at the end of the ad advises.
Tweets with the ad's assigned hashtag, "#WhipIt," have amounted to appreciation from many folks with reach, including Lifeway Kefir CEO Julie Smolyansky, former Obama campaign digital organizer Betsy Hoover and the Levo League:
Bridget Brennan, author of "Why She Buys" and CEO of the Female Factor consulting firm, was also impressed.
"Establishing the right tone on a gender issue is so difficult, and Pantene nailed it," she told Yahoo Shine in an email. "I think this ad works well for two reasons: First, because women recognize this issue from their own personal experience, and second, the ad does not pit women against men, but speaks to a broader societal issue. The word 'empowering' is overused, but in this case, it is appropriate."
Dove's "Campaign for Real Beauty," was a similar initiative which got a lot of appreciation and applause, according to Yahoo Shine.
"Given the huge positive response to this video, Pantene sees a real opportunity to amplify [it] with a campaign beyond the Philippines," said a Pantene company spokesperson to Yahoo Shine in an email.
