Ronda Rousey Stars in Powerful New Pantene Ads That Honor Strong Women
Mixed martial arts star Ronda Rousey is challenging conventional notions about what it means to be feminine. In two new video ads for Pantene, the 29-year-old sends a high-impact message about the relationship between strength and beauty.
“Don’t hate me because I’m strong,” Rousey says in voiceover as she alternates between throwing kicks and punches in the ring and shaking out her thick, healthy head of hair. “Strong is beautiful. I’m not one without the other.” The athlete, who moonlights as an actress in films like The Expendables 3, shows off a toned, muscular physique that defies society’s beauty standards, which extol a thin and willowy look. Rousey embodies the philosophy that “strong is the new skinny.”
In the “Don’t Hate Me …” video, Rousey says, “People call me ‘Miss Man.’ They call me savage. But if you think fierce can’t be feminine, I’m about to show you what only a strong woman can do.” Images of the fighter swinging and pivoting, limbs slicing through the air, prove her point, as her presence is so powerful it can almost be felt through the screen. Intercut with shots of Rousey in makeup, looking glamorous and vibrant, the campaign shows us how a woman’s beauty can translate whether she’s working up a sweat or primped for an evening out on the town. It shows that a woman’s beauty can emanate from the inside whether or not she’s dolled up.
A second spot, “Again,” features similar setup: a montage showing Rousey mid-combat with an invisible opponent, shadow-boxing and showing off her intense moves, as well as a more “ladylike” version of the athlete with her lush mane and her striking features, smiling and talking to the viewer with determination. “I’m going to win. Again. I’m not going to let anyone stop me. Again,” she repeats, like a mantra. “Growing up, I was in a lot of environments where I was the only girl. To keep me from being nervous, my mom would always tell me, ’You have a right to be there,’” Rousey recalls in the ad. “Doesn’t matter if you’re a girl. You have a right to be there.”
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More mantras are spoken by the performer in a voiceover for the ad. “I’m going to break all your glass ceilings.” “I’m going to ignore all of your criticism. Again.” “I’m going to ignore all your hate. Again.” “I’m going to succeed anyway. Again.” ”I’m going to win. Again.” Rousey’s recitations are clearly spoken from personal experience, and they prove that her strength transcends the physical. She’s mentally tough, and that’s that a big part of what makes her so beautiful. It’s an incredibly positive message for women and girls.
“Let’s face it: Strong women still make people uncomfortable. That’s why we’ve partnered with Rhonda Rousey — one of the strongest women in the world — to deliver this message on behalf of strong women everywhere,” Pantene writes of the ad. “You can’t keep a strong woman down. And that’s a beautiful thing.”
In a statement, a spokesperson for the brand said, “Now more than ever before, women are challenging the status quo, which is why Pantene teamed up with an unexpected partner who happens to be one of the strongest women in the world. Ronda has been bravely pushing through barriers and its consequential social commentary her entire life, proving that strong is always beautiful.”
“I’m fully aware that I might not be the first person people think of to collaborate with a beauty brand,” Rousey said in her own statement. “But to me, strength isn’t only about having muscles. It’s about having heart and finding inner confidence, so I’m honored that Pantene asked me to be part of their new campaign that encourages women to break gender barriers, break the glass ceiling and never settle.”
Reactions to the video demonstrate the struggle Rousey has faced her whole life. Comments include criticisms about the the two-time Olympian’s body and her skill, referencing her frequent competitor, Amanda Nunes, who currently holds the title of bantamweight champion, and Holly Holm, to whom Rousey lost in an upset during a UFC (Ultimate Fighting Championship) match in November 2015. “One of the strongest women in the world”???… yeah sure… pffft… here we go again…,” a critic wrote.
Others, though, and are solidly supportive of Rousey. “Badass beauty!!!!” one commenter wrote. “Ronda is back!” said another.
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Rousey was born in California, and had a strong, beautiful role model in her mother, AnnaMaria De Mars, who won a World Judo Championship in 1984 — and was the first U.S. citizen to do so. She’s battled adversity outside the ring too, grappling with the suicides of both her father and grandfather, and struggling with speech impediments during her childhood. Rousey knows what it means to be a fighter, and her beauty is derived from a lifetime of determination and strength. She also happens to be genetically blessed, which doesn’t hurt, of course.
In a 2015 interview with Self, Rousey said of her incredibly powerful form, “I love feeling like I’m inhabiting the body of a ninja, like I could rob a liquor store with my bare hands if I wanted to.” Interviewer Chelsea Peretti considers Rousey more than strong, though; she considers her to be an outright badass. When confronted with this powerful label, Rousey describes a badass as “someone who’s willing to do what needs to be done. There are plenty of times where people know and they don’t do it — because it’s not comfortable or easy. If you do what’s right regardless of how it’s going to make you look, then you’re really a badass.”
Watch Rousey’s videos and be inspired to see the true beauty in yourself again. And again. And again.
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