Pantene - Don’t Hate Me Because I’m BeautifuLGBTQ+ | #BeautifuLGBTQ+ (2019)

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