What do you do with a cultural insight?
Pantene Philippines, with the help of BBDO Guerrero in Manila, has recently launched a fantastic campaign – #whipit. The campaign rings true to what many women are facing in their daily efforts in the workplace and beyond. Spearheaded by a one-minute video, which initially looks and feels like a typical high-gloss Pantene spot, the campaign takes a surprising twist – instead of showing us the microscopic strengthening of our tiny hair follicles, various vignettes show men in professional roles with large labels incorporated into the scene. Midway through each shot, the main, male subject, is seamlessly swapped with a female lead, and the label simultaneously switches from admiration to snark.
The majority of feedback on the video to date is quite positive, especially by Pantene’s target female audience, who has been inspired to continue the conversation on social networks.
Clearly the insight has resonated not only in the Philippines, but also globally. Women worldwide have shared the message from Pantene and the message has been reinforced on the Pantene Philippines Facebook page with a local female empowerment event.
But what’s next?
Don’t get me wrong; I sincerely enjoyed the premise of the video. But who is Pantene to engage with this topic? Why should I engage in the conversation that they’ve started?
This is the power and responsibility of a great cultural insight in modern advertising. Strike a chord and you earn and engage an incredible audience. But how do you move from a flash in the pan to sustained engagement? The good news is that the audience is interested and actively looking for more – more engagement with the brand, more insights on the topic.
I sincerely hope that Pantene (and P&G for that matter) see the real time feedback on this campaign and make an effort to have more to say and do about it – globally.
So, you’ve got my ear, Pantene, let’s see where this is going. But if you fail to capitalize, this opportunity becomes a moment’s thinly veiled advertising insight versus the powerful brilliance of a brand, cementing a strong foothold into women’s daily routine, beyond the shower.