Adweek Ad of the Day: Ronda Rousey Shows Strong is Beautiful in Pantene Ad Adweek Ad of the Day: Ronda Rousey Shows Strong is Beautiful
'80s tagline is updated
By Kristina Monllos | December 7, 2016
Ronda Rousey shows that women contain multitudes—they can be strong, and beautiful, and whatever they want to be—in a new campaign for Pantene from Grey in New York.
For the "Strong is beautiful" iteration with the mixed martial arts champion, the Procter & Gamble haircare brand updated its iconic 1980s tagline, with the Kelly Le Brock-spoken "Don't hate me because I'm beautiful" line revamped to be "Don't hate me because I'm strong."
"This line ... with what [Rousey] has been up against her whole life, all the criticism that she faces but she keeps getting back up again and again and again, it just felt so right for her," says Joanna Carver, global group creative director at Grey.
Carver adds: "With what the conversation has been, what the climate has been around strong women and feminism and what it means, this line and this campaign has become even more important and even more relevant."
The work is reminiscent of Under Armour's 2014 campaign with supermodel Gisele Bündchen, in that it takes a woman famous for one thing and shows her excelling at something else, subverting the viewer's expectations—as well as directly addressing her critics.