AdFreakPantene Reimagines ‘Don’t Hate Me Because I’m Beautiful’ to Celebrate LGBTQ+ PrideGrey New York spotlights a diverse communityBy Gabriel Beltrone|June 18, 2019 A long-form Pantene commercial debuted at Cannes.PanteneShareBy Gabriel Beltrone|June 18, 2019 ShareIn 1986, model Kelly LeBrock starred in a Pantene commercial extolling the virtues of the product for her hair. The tagline “Don’t Hate Me Because I’m Beautiful” became a pop culture catchphrase.Now, it’s getting an update to be more inclusive for 2019.In partnership with GLAAD, the P&G brand and agency Grey New York launched “Don’t Hate Me Because I’m BeautifuLGBTQ” today, a new campaign designed to celebrate the diverse beauty found in the LGBTQ+ community, rather than the conventional stereotypes of beauty found in past ads.A long-form commercial debuted at Cannes today, and it features a range of people—those who identify as gay, trans, non-binary, bi, queer, androgynous, lesbian, femme, masc and more—facing the camera, smiling, playing with their hair, dancing and celebrating who they are.The soundtrack, which hails from Keri Hilson’s 2010 “Pretty Girl Rock,” drives the point home perfectly.Part of Pantene’s broader “Power to Transform” campaign, which is aimed at using the brand’s products and platform to improve lives by defying bias and showing a more inclusive world (through projects like equalizing search results for men and women), the new spot is also tied to the brand’s sponsorship of WorldPride.“For many in the [LGBTQ+] community, hair plays a pivotal role in their transformation moment,” says Ilaria Resta, vp of North America hair care, Procter & Gamble. “In fact, from our research, we found that 60% of LGBTQ+ persons change their hair when they have a life or identity change. So, whether that means getting a major chop or growing out your locks to defy societal norms or embracing hair that bends the gender binary entirely, hair is an impactful visual cue of transformation, and this new campaign from Pantene aims to show the beauty of all transformations and of all people.”Other parts of the new campaign will include a closer look at the individual stories of three people featured in the group video, like that of Pooya, who the brand describes as a transgender woman from Iran “who was once jailed for having hair that was considered too long.”CREDITSAdvertiser: Pantene Spot Title: Don’t Hate Me Because I’m BeautifuLGBTQ+ First Air Date: 6/18/19Agency: Grey New York Creative – Grey NY Chief Creative Officer: Rodrigo Jatene Creative Director: Arturo Macouzet Assistant Creative Director: Bryan Burns Senior Art Director: Emily Pracher Account – Grey NY EVP, Global Account Director: Anjali Jain SVP, Account Director: Kate Bernhardt Account Supervisor: Payton Brown Strategy – Grey NY Global Strategy Director: Julia Perissinoto Director of Social Media: Kenny Gold Senior Content Architect: Finn Leslie Senior Content Architect: Andrew Pattee Project Management – Grey NY Project Manager: Morgan MarcProduction – Townhouse NY Executive Producer: Keira Rosenthal Senior Print Producer: Don Lagas VP Casting: Nina Pratt Associate Casting Director: Brian Safuto VP Talent: Natasha Howell Business Manager: Beverly BeachPartner Agencies MMK Carat Adweek Adweek