To create the ad, P&G turned to a small boutique agency, Badger & Winters, based on its successful campaign "#womennotobjects" at Cannes aimed changing the guidelines so they discourage jurors from honouring ads that objectify women, reported .
International Women's Day is on 8 March.
Currently, "#WeSeeEqual" is a digital campaign, running on YouTube, Facebook, Instagram and elsewhere, but could ultimately move to TV and is expected to be a multi-year programme, chief brand officer Marc Pritchard told Ad Age.
This first video shows vignettes, that appear to be a mix of user-generated footage and snippets from P&G brand campaigns. The clips are interspersed with text lines such as "problems don't care who solves them", and "butts don't are who kick them".
The closing line is: "Equal pay doesn't care who demands it".
P&G follows in the footsteps of Audi which used its Super Bowl spot to promote equal pay for women.
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