Haircare brand Pantene has hit the nail on the head with its new campaign.
The latest advert calls out women for saying sorry all the time and it's utterly brilliant in highlighting how often us girls apologise in day to day life.
We'll say sorry to colleagues for speaking up in a meeting, to friends for accidentally interrupting them mid-conversation, to our partners for grabbing more bedcovers during the night. In short we'll say sorry for just about anything and it's about time we stopped.
You're probably not adverse to starting an email with "sorry to ask" and you're no stranger to saying sorry to fellow commuters as they barge past you on the escalator. Sorry to break it to you, but even the most unapologetic of us often use the word... often.
The advert sees a host of women in range of social situations using the word sorry. Fast forward 20 seconds and the same set of women in the same circumstances are strong and assertive.
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"We've struck a chord in terms of changing gender norms for women," Kevin Crociata, marketing director of Procter & Gamble's North American hair care business, said of the "Not Sorry" campaign.
"We used market research to look at what gender norms were holding women back and tried to tap into the most relevant and insightful areas.
"This problem of saying sorry, it wasn't just something women in the US were facing but globally. After the success of the first campaign, 'Shine Strong' is something we're committed to as a brand."
So far so good. But we've got one tiny niggle.
The ad ends on a woman declaring "sorry not sorry." This feels like a let down. Correct us if we're wrong, but isn't saying sorry for not being sorry still a form of apology?
Let us know what you think on Twitter at @MyDailyUK.
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