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Company: Procter & Gamble Co.
    View Company Scorecard / Contact Company
Brand: Pantene
Ad Title: Treechada Petcharat
Business Category: Personal Products
Media Outlets: Online Video
Country: Thailand
Region: Asia
Agency: Grey Worldwide
Year: 2018
Target: Gays & Mainstream
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Theme(s)

Multiple Gender Expressions

Real GLBT Person

Trans Beauty

Theme Breakdown

AdRespect Score: 
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Thai actress and model Treechada Petcharat asks viewers, "What do you see? Do you see only her gender?"

As she speaks, the stories of models Kulchaya Tansiri and Nijshanaaj Sudlarphaa appear, along with actress Tachanan Khontrong and Nicha Rongram from the Committee of The Foundation of Transgender Alliance for Human Rights. One is a parcel courier, another a hairdresser and another a catwalk model.

"Let’s look again,’ Petcharat continues. "Do you see determination? Do you see care? Do you see strength?" The catwalk model falls down during a show, but she gets up again and continues with poise.

Petcharat concludes, "I see neither male nor female. I see beautiful humans. Who want to the the best versions of themselves."

Then the Thai Pantene hashtag flashes: #SeeBeautyNotGender and the question, "Why can't I?"

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