Title | LABELS AGAINST WOMEN |
Brand | P&G PHILIPPINES |
Product / Service | PANTENE |
Category | A07. Use of Music |
Entrant | BBDO GUERRERO Makati City, THE PHILIPPINES |
Entrant Company | BBDO GUERRERO Makati City, THE PHILIPPINES |
Advertising Agency | BBDO GUERRERO Makati City, THE PHILIPPINES |
Media Agency | MEDIACOM PHILIPPINES Taguig, THE PHILIPPINES |
Production Company | FILMEX Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
David Guerrero | BBDO Guerrero | Chief Creative Officer/Copywriter |
Dale Lopez | BBDO Guerrero | Executive Creative Director/Art Director |
Cristina Tin Sanchez | BBDO Guerrero | Executive Creative Director/Copywriter |
Donna Dimayuga | BBDO Guerrero | Creative Director/Copywriter |
Lauren Lim | BBDO Guerrero | Copywriter |
Isai Martinez | BBDO Guerrero | Art Director |
Lizther Castaneda | BBDO Guerrero | Art Director |
Francine Kahn/Gonzalez | BBDO Guerrero | Managing Director |
Seshadri Sampath | BBDO Singapore | Regional Business Director |
Karen Go | BBDO Guerrero | Group Account Director |
Patricia Cui | BBDO Guerrero | Account Manager |
Anj Dela Calzada | Just Add Water | Agency Producer |
Jing Abellera | Just Add Water | Agency Producer |
Cata Agregado | Filmex | Executive Producer |
Concon Limbo/Deray | Filmex | Executive Producer |
Simon Cracknell | Filmex | Director |
The objective of the spot is to illustrate how differences in gender are perceived by society. So we showed men and women doing the same thing but being labeled differently. For this message to come across strongly, there needed to be complete symmetry within the scenario as we moved from man to woman. But with one glaring difference: the labels used to describe them. For instance, a man taking charge in the boardroom was given the label “boss”, but his female counterpart was labeled “bossy”. A man giving an impassioned speech is "persuasive", but a woman is "pushy". The spot then continues to depict both genders in different scenarios: as working parents, and so on. The film ends with a call to action for women ¬– inspiring them to overcome labels and shine boldly.
The Pantene Labels Against Women video shows the absurdity of gender bias. So ‘Mad World’ seemed to be the perfect track to underscore it. Unlike the more popular male covers that existed and were used in advertisements, we decided to record a version using a female vocalist. We auditioned some of the country’s top singers, but in the end chose an unknown voice talent. Soon after our film was uploaded, hundreds of comments on YouTube demanded to know who the singer is, while more and more users asked for a download link to the full song. They also lauded our version of the widely covered single, calling it ‘awesome’, ‘perfect’, and ‘best version so far’. Perhaps the highest praise we got for the song adaptation was when Curt Smith, vocalist of Tears for Fears – the band who wrote and originally performed the song – commended our cover on his Facebook page saying that it is a ‘Nice use of Mad World!’ He also gave recognition to the campaign by posting a link of our online film, saying ‘Amazing Pantene ad defiantly tackles how women in the workplace are labeled.’