Grey Advertising USA

Adweek Ad of the Day: Ronda Rousey Shows Strong is Beautiful in Pantene Ad

USAOFFICES

  • Toggle Nav

    USA

    USAUSA

    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.

    News

  • Adweek- Grey Hires Its First Worldwide Chief Innovation Officer Dan Bennett

    Dan Bennett was the IPG shop's chief digital officer

    Read
  • Adweek - Volvo Orbits the Earth in the Final Chapter of Its Epic Trilogy

    NASA vet Cady Coleman helped write the campaign

    Read
  • Ad Age- Paddington Bear Saves Christmas in Marks & Spencer's Holiday Ad

    First Work From Grey London Is Directed by Daniel Kleinman

    Read
  • Adweek - The Foul-Mouthed Parrots in This New PSA Are No Laughing Matter

    Grey used undoctored found footage for the spot

    Read
  • The Wire - Grey's Five Year Plan

    In its 100th anniversary year, Grey’s new CEO Michael Houston has a vision to ‘open the aperture on creativity’.

    Read
  • All Articles
  • Adweek- Grey Hires Its First Worldwide Chief Innovation Officer Dan Bennett View
  • Adweek - Volvo Orbits the Earth in the Final Chapter of Its Epic Trilogy View
  • Ad Age- Paddington Bear Saves Christmas in Marks & Spencer's Holiday Ad View
  • Adweek - The Foul-Mouthed Parrots in This New PSA Are No Laughing Matter View
  • http://greycom-prd-slr.dev.aws.grey.com:8983/solr/collection1/select?q=*:*&fq=doc_type:News&fq=site_root:us&wt=json&facet.sort=count&facet=true&start=0&rows=4&group.limit=30&sort=newsdate%20desc
    http://greycom-prd-slr.dev.aws.grey.com:8983/solr/collection1/select?q=*:*&fq=doc_type:News&fq=site_root:us&fq=news_featured:"true"&wt=json&facet.sort=count&facet=true&group.limit=30&sort=newsdate%20desc
    upload_max_filesize=300M10.0.1.174