Remember Kelly Lebrock saying "Don't hate me because I'm beautiful"? Pantene has dusted off that tagline and updated it, now it's Don’t Hate Me Because I’m BeautifuLGBTQ+, and just in time for Pride month. Fancy that.
Created in partnership with GLAAD, the campaign takes the brand’s ubiquitous line from its famous 1986 advertisement to redefine what ‘beautiful’ looks like in today’s world by featuring a range of people within the LGBTQ+ community and their own unique stories of transformation.
“For many in the community, hair plays a pivotal role in their “transformation moment,” said Ilaira Resta, Vice President, North America Hair Care, Procter & Gamble. “In fact, from our research we found that 60 percent of LGBTQ+ persons change their hair when they have a life or identity change. So, whether that means getting a major chop or growing out your locks to defy societal norms, or embracing hair that bends the gender binary entirely – Hair is an impactful visual cue of transformation, and this new campaign from Pantene aims to show the beauty of all transformations and of all people.”
Advertiser: Pantene
Spot Title: Don’t Hate Me Because I’m #BeautifuLGBTQ+
Agency: Grey New York
Creative – Grey NY
Chief Creative Officer: Rodrigo Jatene
Creative Director: Arturo Macouzet
Assistant Creative Director: Bryan Burns
Senior Art Director: Emily Pracher
Account – Grey NY
EVP, Global Account Director: Anjali Jain
SVP, Account Director: Kate Bernhardt
Account Supervisor: Payton Brown
Strategy – Grey NY
Global Strategy Director: Julia Perissinoto
Director of Social Media: Kenny Gold
Senior Content Architect: Finn Leslie
Senior Content Architect: Andrew Pattee
Project Management – Grey NY
Project Manager: Morgan Marc
Production – Townhouse NY
Executive Producer: Keira Rosenthal
Senior Print Producer: Don Lagas
VP Casting: Nina Pratt
Associate Casting Director: Brian Safuto
VP Talent: Natasha Howell
Business Manager: Beverly Beach
Partner Agencies
MMK
Carat
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