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Pantene TVC: Coincidence or copycat?
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Just when we were feeling proud and amazed that a Philippine-made TV commercial has gained more than 14 million views on YouTube—only six weeks after its November 9, 2013 posting, we find out that the TV commercial closely resembles a Glee Project music video aired on June 26, 2011.
Here’s the Pantene TV commercial which went viral after being praised by Facebook COO Sheryl Sandberg

and here’s the Glee Project music video posted on August 27, 2011

No wonder it looked familiar.
I’m not in the ad industry so the copycat thing doesn’t affect me that much (pretty used to it as a Filipino). But I can imagine some people may be annoyed about this revelation. And you?
Check this out.

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KJ

It doesn’t matter to me. Nice work!

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MelanieNavalesEsponilla

I like the commercial. Parang it makes a point sakin na you should not let labels define me. Truly may pagkapareho pero maganda ang commercial. Dah sa music kaya nacocompare.

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Pika

Pantene wins! You guys are still talking about it! Congrats to the agency haha

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Abby_1896

oh please, it’s obviously a copycat. how can two supposedly original creative minds come up with very similar concepts? pati song ha?! kahit na magkaiba ng message, the second one was “GREATLY influenced” by the first. Coincidence, my foot!

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Jessica

They obviously use the Glee for inspiration that it appears to be a copycat. In advertising you need a lot of brainstorming to come up with a good marketing ad. It is obviously the same concept. Well they didn’t think much to change it and provide a different idea.

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Merle W. Reply:

The Pantene commercial came first.
June, July, August.

Or can you not read a calender?

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CS Reply:

What’s a calender?

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Gwen Reply:

Err., See the year, 2011 and 2013.

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Merle W.

The Pantene commercial came first.
June, July, August.

Or can you not read a calender?

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CS

What’s a calender?

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Gwen

Err., See the year, 2011 and 2013.

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MO

still works for me but sana they changed the music or credited glee for the “inspiration”

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Grace Agustin

IMHO, the concepts behind these two videos are different. The pantene one is about looking at it at another perspective and double standards with men and women; and the glee one is about bullying. It just so happened that they used the same background music. I like the commercial whether it’s for a shampoo or not; it still works.

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Guest

I would say it’s a mere coincidence if it was a different song but since it’s the same song it could also mean that it was ‘intentionally’ meant to tell everyone that it was inspired by the glee video (without really crediting the show). Some shows do their own rendition of certain videos or works, nothing wrong about it. They could have used a different song but they didn’t. I think it’s still powerful in it’s own way and it is still relevant to the product because it talks about the challenges of Filipino women (and women in general). The… Read more »

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Vivian

How is this relevant to washing your hair? It’s a shampoo, not an empowering tool.

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Jessica

hahaha true!

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zsasquared

This commercial’s target market is obviously the rich, upper class market, which is hardly the case for the average filipina, and I really don’t see what’s the point of it all–I mean, what has a shampoo got to do with double standards and labels, really? It’s a bit stupid, really, and just highlights the fact that most Pinoy commercials here are either shampoo or detergent commercials for the brainless.

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brianbro

Many people are being too sensitive – understandable because plagiarism is rampant here and scandalous examples of plagiarism have recently been in the news. But clearly the “copying” is acceptable. It’s a commercial, not literary writing. The Pantene ad did not copy from another shampoo ad. It was “inspired” by the Glee video. Although, It would have been more professional to make the “inspiration” more obvious… by incorporating lip syncing on the Pantene women, for example.

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CitizenGreen

If the creators of the ad saw the Glee Project, which I think was the more likely scenario, in my opinion they copied it too much. The version of this song which is very different from the original, and the use of the labels, though done in a different way are two too similar elements in the ad. There are differences but these two things are too similar. That’s the danger with using the industry wide practice of using pegs. It limits creativity or confidence in creating something new, or influences choices.

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Dude

The ad generated more views than your blog will in a century.
I’m not in the blogging industry (nor the advertising). But I can imagine you might be annoyed about this revelation.

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J Dizon Hoschka Reply:

I just clicked the up and down arrows. I don’t know what it’s for though, sorry!

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J Dizon Hoschka

I just clicked the up and down arrows. I don’t know what it’s for though, sorry!

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brianbro

The Philippine commercial is all right but it is simply untrue in the Philippine context. Filipinos prefer a softer approach in management. Men, also, have a higher likelihood in coming off as bossy. Fashion-wise, it is even more untrue.

As for the copying. I would think that Glee being very popular, it’s more of an homage (copying with the assumption that people will know) than plagiarism.

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K

The Glee Project episode was all about vulnerability. Napanood ko yung episode na yun dati. They were tasked to choose a word/label that makes them vulnerable. On the other hand, the Pantene commercial is about double standards. I don’t think copycat yung ad. Nagkataon lang they used the same song. Had it been a different song, wala tong discussion na to.

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D

The thing was shit, copied or not

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Jenny

Granted that the idea is their ‘own’, a careful agency would do a check of past campaigns (not limited to within their industry) to ensure that it is not similar to anything that has been done before. I think Pantene’s would have been an easy task.. Check past and current campaigns with that song.

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CS

Uy, dami taga-agency dito ah. Hirap talaga ng buhay,

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Giz

PURE COINCIDENCE. Clearly you know nothing about the ad industry because you know nothing about agencies who pride themselves in originality. Think you should talk about things you are more familiar with. for instance, cocaine. [Reply]V.F. Reply:December 25th, 2013 at 8:59 PMAnd clearly you know nothing about manners, or about reading. She already stated that she’s not from the ad industry, which you obviously are. Douchebag. [Reply]CS Reply:December 27th, 2013 at 11:01 AMThere it is again. The word “douchebag”. I swear it’s being used by every kanto jologs and longka now so I hereby declare that this is the last… Read more »

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V.F.

And clearly you know nothing about manners, or about reading. She already stated that she’s not from the ad industry, which you obviously are. Douchebag.

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CS

There it is again. The word “douchebag”. I swear it’s being used by every kanto jologs and longka now so I hereby declare that this is the last time I will use or type the word. Until after 20 years or so when it’s new again.

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zsasquared

My dear, in this case, “douchebag” was appropriately used to describe the actions of the original poster (Giz). That remark about cocaine was so far off that one can only conclude that a cocaine user would actually mention it.

But I think V.F. was too polite in describing Giz….I would’ve preferred to use “F*cktard” instead.

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hiddendragon

If ad people pride themselves on originality, then how could this have happened? VF is right in his/her reaction to you, not sure about ‘douchebag’ though, haha. but i do note how the ad industry are very fond of congratulating themselves in print media, note how they hog a few pages of the dailies every ad award or convention season. Oh, that thing about cocaine. That was uncalled for.

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Deelong

I think it is coincidental as it could be both inspired by the song. While copying is detestable, crab mentality is as irritating. Why can’t we be happy with Filipinos shining in world stage?

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hiddendragon

Good thing you raised this issue. I noticed the same with the new PAL tv commercial. While I’m happy with its efforts in revitalizing itself, the tv ad seems amateurish (blocky play-dough letters on the overhead luggage bin?!? C’mon!). The walking FA’s seemed like an exact copy of a Korean Air ad just a couple of years ago. And I already thought THAT was bad and trying too hard to be classy. [Reply]Isa Reply:December 23rd, 2013 at 9:45 AMI thought I was the only one who had issues with the PAL tvc. Gagastos na ngalang for a copy, sana ginanadahan… Read more »

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Isa

I thought I was the only one who had issues with the PAL tvc. Gagastos na ngalang for a copy, sana ginanadahan na ng bongga.

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ohgelie

I don’t think it was copied. It had a similar concept, but different context – gender bias.

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Guest

i wasn’t in awe of the tv ad unlike the coke commecial

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anne_203

I think it could be coincidental. Also, I know there is such as thing as “fair use” (at least in the US) where the author of the new work need not seek permission from the original creator because in this case, the Pantene ad supercedes the original copyright work with a completely different message. The Pantene commercial speaks about double standards for women, while the Glee Project video is about kids living with these labels and feeling alone. BBDO should be okay for as long as they sought permission for the use of the “Mad World” song from Tears for… Read more »

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Tisha

Well it is not shocking at all. The Philippine creative and design industry invented the word “PEG” and ito ang running work ethic ng kahit sino sa Philippines from fashion, design, or kahit ano pang medium. So expected naman pag Filipino work kahit sino pang designer or artist yan eh hindi original dahil lahat may foreign “peg” na pinag gayahan. I think the word “original” is obsolete in Philippine design except for some really creative Filipino furniture designers. [Reply]Chona Reply:December 22nd, 2013 at 10:41 PMAgree. Even Marketing clients (“Geniuses”) use the word “PEG”– which, today, means “GAYAHIN MO ITO, EXACTO… Read more »

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Chona

Agree. Even Marketing clients (“Geniuses”) use the word “PEG”– which, today, means “GAYAHIN MO ITO, EXACTO HA WAG MO IIBAHIN.” Kakaloka. PEG nga e.

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boogeradornado

PEG = Paki-Exactong Gayahin

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nikki luna

I’d like to share what I posted on The FB page miss representation. I have an issue with the video’s lack of representation of marginalized women. I guess with the ad agency/Pantene “inspired” with the glee project music video they failed to explore actual realities in PH. here’s my post and comment on Pantene PH : FB Pantene PH since this is catered/marketed to women in PH, it would be best if you included the real buyers of your product. The sachet shampoo buyers, Women from the informal sector/economy who may not be registered or paying taxes but they are… Read more »

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lydie

it goes back to basic marketing: these people are not Pantene’s target market. Pantene has always been the ‘higher end’ version of P&G’s haircare market (ref. all the white flowing gowns, and endorsed by the likes of Gretchen Barreto, Angel Locsin, etc)… If they wanted to target the masa demographic, then Rejoice would be their brand of choice (ref. the Kim Chiu jingle, the telenovela story appeal)

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tina f.

really? if it’s so “high end” then why is it packaged in sachets, which everyone knows is the ultimate cheapo packaging for the “masa”? these ad agencies are so pretentious and full of bullcrap–they’re trying to elevate the Pantene brand to raise awareness about labels and other issues, in short, pa-feeling aware kuno, but the sad truth remains, shampoo lang yan, the only thing I become aware of after using it is that my hair is clean.

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boogeradornado

Maraming social climber apparently kaya may Pantene in sachets

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CS

WINNER! You know your market is pa-Fils A lang if you have to sell it in sachets (and not give it away as sample). IRL, it’s really for the masa [Mabuhay tayong lahat!!!!].

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Pat

Parang nawala naman ang pagka high end sa pag sabi ni Erich Gonzales ng Enternasyaneeel mowwwwwwveyyyy!!! sa isang Pantene TVC

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Jeroen

Too similar to call yourself a creative company who ever made this ad. Music, style, wordings. We just cannot call it a “copy” because Glee’s was to promote their show and not a company’s advertisement but if it was, the Pantene ad makers would not get away with this.

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DJ Torayno

I can imagine other shampoo brands LOLing about this.

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Chona

Buking.

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hew me

LOL @ glee

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gusm

Yup, it’s a copy. The music and the concept are basically the same. I’m not surprised though; this is too common in this country.

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jiki lim

I saw this glee proj episode and thought it seemed familiar… it’s similar but i agree with the first comment, it’s referential more than a direct copy though I wonder why they had to use exactly the same song in the same style.

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geljam Reply:

I agree. Di napigilan to use the exact same way the song was used. At least yung labels we treated differently.

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geljam

I agree. Di napigilan to use the exact same way the song was used. At least yung labels we treated differently.

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rita

Except for the song, I think it is more referential than a direct copy. Message is also more specific to gender bias.

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Erwtensoep Reply:

It’s called stealing an idea.
Even the song is the very same one.
Kakahiya.

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Erwtensoep

It’s called stealing an idea.
Even the song is the very same one.
Kakahiya.

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