On the 22nd March 2017, Pantene presents a poetic celebration of black women's hair elevating it to a standard and appreciating it as not seen in mainstream beauty media. It features women and girls who are beautiful, confident, vibrant and elegant and who draw personal strength from their hair whether it be long or short, natural or chemicalised- its texture, its style and its history.
The advert shows a series of shots and angles that go along with the voice-over being used. It mostly uses close-up shots so as to connote emotions and intensify each scene. The advert uses medium close-ups to show more of each persons body and the fluidity of their body to coincide with the narrative of the advert. High-angle shots are used to make the characters whom range from a variety of ages and sizes to seem vulnerable and naked while also using low-angle shots to make them seem confident and superior.
The use of voice-over in the background goes perfectly with the pictorial movements of the advert and coincides with the constant change in lighting which provokes emotion, preferably a sense of confidence and self worth, especially for black women and maybe also men.
More companies should do as pantene as have, and encourage the appreciation and elevating of black women and other ethnicites as well. So as to create unity and self-love and decrease discrimination and the constant comparing of women on a day to day basis.
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