This is the story of how Pantene found new cultural relevance for its brand platform, Strong Is Beautiful, by showing the world the power that dads have in creating the next generation of strong women, especially when they spend time in their daughter’s world, doing the things she loves… like hair. By taking some of the world’s strongest dads (NFL players), giving them a way to connect to their daughters (styling their hair, a “Dad-Do”), in a media forum primed for viral conversation (the Super Bowl), we furthered a conversation about women’s strength. And, in the process, created unprecedented earned impressions, engagement, purchase intent and sales versus year ago for Pantene.