In the "Extraordinary Pantene Commercial" Pantene advertises its shampoo products in a very discreet way. Instead of directly promoting the product throughout the segment, Pantene chooses to create the uplifting story of a young, deaf girl who is oppressed by her peers that consistently discourage her dream to perform as a musician. The climax of the commercial is when the butterfly hatches out of the cocoon and the girl is on stage giving the performance of her life with her hair violently thrashing around her head. This entirely captivates the audience while sending hidden messages about the brand whose name and motto are displayed directly at the end.
The butterfly hatching has meaning for both the man and the young girl. A butterfly is originally a caterpillar but when it hatches from the cocoon, it is a new creation which is not only admired in our society for its beauty, but is also gifted with the skill of being able to fly. The girl had been verbally and emotionally abused by other children growing up, as she was deaf, and they told her that she had no hope in becoming a musician. When she had met the street performer she was just a caterpillar. After constantly practicing with this man and dismissing the self doubt that she had acquired through the harsh criticisms of others, the girl performed and made her own transformation into a beautiful, talented butterfly. It's a pivotal point in the commercial where she is finally comfortable and confident in her abilities. She no longer feels like the inadequate deaf girl that she has always been portrayed as and can finally break out of that image with a feeling of self pride. Finally, after all of this has occurred, Pantene's motto, "You can shine," is displayed across the screen, telling the audience that Pantene supports the underdogs and they too can achieve their dreams.
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