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Pantene breaks beauty advertising norms by celebrating grey hair.

The ad, by Grey London, features naturally grey-haired women who share their experiences and encourage others to question entrenched beliefs about going grey. A study commissioned by the P&G brand showed that 80% of Brits have grey hair, but two out of five cover it up because they feel less confident with it. Pantene says it wants to play a role in normalising grey hair. The work was written by Lex Down, art directed by Claire Summerlin, and directed by Alyssa Boni through RSA.