A TV commercial for hair care products isn’t where you’d expect to see a blunt criticism of gender stereotyping in the business world. But an ad airing in the Philippines offers just that.

An assertive man is “boss”; an assertive woman is “bossy” in one vignette. Another portrays the stereotypical difference between “assertive” men and “pushy” women. The commercial, for Pantene, ends with the admonition, “Don’t let labels hold you back.”

Watch the commercial here and share your reactions. Do you find it daring or patronizing? Do you wish it would air in the U.S.? Step up.

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