BBDO: Pantene ad not copied from 'Glee Project'


Posted at Dec 26 2013 01:14 PM | Updated as of Dec 27 2013 08:03 AM

BBDO Guerrero: Any similarity is coincidental

MANILA – Advertising agency BBDO Guerrero denied allegations that it copied the concept of a "Glee Project" video when it developed the newest commercial of Pantene Philippines, which has gone viral online.

This after number of blogs and social media users noticed several similarities between the “Mad World” video of "Glee Project" and Pantene Philippines’ “Labels” commercial, which both tackle stereotypes.

The two videos also use a similar arrangement of the Tears for Fears song originally released in the '80s.

In a statement sent to, BBDO Guerrero managing director Francine Kahn-Gonzalez maintained that the agency “had no knowledge of the ‘Glee Project’ video prior to production and distribution of our work for Pantene.”

“Any similarity is coincidental,” Kahn-Gonzalez added.

Raffy Fajardo, country marketing director of P&G Distributing Philippines which handles Pantene, also reacted to the issue.

“We have recently been made aware of allegations of plagiarism concerning the Philippines Pantene viral video ‘Labels.’ We have received assurances from our creative partner BBDO that no plagiarism took place in the development of the video. In fact, the ‘Labels’ creative team were not aware of the Glee Project ‘Mad World’ video when the Pantene video was written and produced,” Fajardo said in a separate statement sent to

“This campaign is all about the issue of gender bias and double standards that women continue to fight. We hope that we can help bring people together to raise more awareness and action on this important issue,” Fajardo added.

Pantene Philippines’ newest ad has generated a lot of online buzz for pointing out how men and women are labeled differently for taking on the same roles.

Facebook chief operating officer Sheryl Sandberg was among the many people who praised the one-minute clip, calling it “one of the most powerful videos I have ever seen.”