http://mashable.com/2014/06/18/pantene-ad-women-sorry/

"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," Kevin Crociata, marketing director of North American Hair Care business, told AdWeek. "This problem of saying sorry, it wasn't just something women in the U.S. were facing but globally. After the success of the first campaign, Shine Strong is something we're committed to as a brand."

The problem with this is that they are trying to send the message that women should stop saying sorry not just in certain situations, but always. Why? Because they are women and women must be strong and shine.