Grey goes ‘beyond just an ad’ with full-length pop song for Pantene shampoo

Women in Indonesia are the focus for a new Pantene shampoo campaign by Grey that includes a full-length pop song by one of the country’s most famous singers and single mothers – Anggun.

The track, designed to empower women, is titled Who Says We Cant? and according to the agency Grey “celebrates the duality stories of women from various walks of life, a woman who plays the role of a mom and a dad, scholar and a singer, a mom and a rockstar”.

Explaining the concept for the Procter & Gamble shampoo brand, an agency spokesperson said: “Women in Indonesia are always practicing the art of walking a tightrope.

“For them, achieving personal ambitions takes a little more than just will power. It demands a mastery in harmoniously balancing familial expectations and personal goals.

“And while honing this balancing act, women are often faced with judgements that contest their intent and ability, seeding in self-doubt, forcing them to choose one role over another.”

The campaign will run on television, social media – with the hashtag #WhoSaysWeCant – and other websites in Indonesia, Philippines and Thailand until the end of the year. In addition, the song has been made available on Spotify.

Grey regional creative director Ridward Ongsano said: “With this song we were able to build heart into the campaign.

The campaign has heart, says Ongsano

“The lyrics reflect a slice of the duality that Pantene women live and succeed with every day.”

Procter & Gamble head of marketing for Indonesia Aldrich Gopal added: “We wanted to create something that was beyond just an ad, Pantene believes that Indonesian women have a life choice beyond their expectation because they are strong.

Gopal wanted to go beyond just an ad

“Therefore we wanted to celebrate, embrace and resonate with the incredible strength of Indonesian women and this song is all that and more.”


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