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Procter & Gamble Co. has expanded its Pantene Philippines commercial, which calls out gender bias in the workplace, globally. A company spokeswomen told Ad Age that the decision was based on "the huge positive response to this video, and in anticipation of positive national media coverage." The shout out from Facebook COO and lean-in prophet Sheryl Sandberg probably didn't hurt either.
The officially titled "Be Strong & Shine" campaign originally aired twice on Philippine television. It was based on a P&G developed gender-bias survey offered in the country, and developed out of "fears and insecurities" that women have in the workplace. The spokeswoman said that the company wanted to "drive the message that Pantene understands" and "is her partner to drive her true potential."
Whelp, now the world over can partner up because it's already headed to search, YouTube, promoted Tweets and Facebook, plus a very visible position on Pantene's websites worldwide.