Top Spot of the Week: Pantene's "Not Sorry"


Robert Goldrich


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Pam Thomas of Community Films directed this spot which asks why women are so quick to apologize, saying “sorry” when it isn’t called for. After various vignettes showing different woman uttering “sorry,” we then see the same vignettes sans the same apologetic language.

The spot is part of Grey New York’s initiative for women to "be strong and shine," which is also the slogan for Pantene.


Client Procter & Gamble/Pantene Agency Grey New York Tor Myhren, chief creative officer; Joanna Carver, group global creative director; Tanner Shea, creative director/art director; Bennett McCarroll, director of broadcast prdouction; Judi Nierman, executive producer; Jimmy Wade, producer; Ben Dorenfeld, music producer. Production Community Films Pam Thomas, director; Jim Frohna, DP. Editorial Consulate Ltd. Holle Singer, editor.  Music/Sound Design Q Department, New York.

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