Haircare giant Pantene is encouraging us to stop over-apologising in a new ad aimed at empowering women.

The ‘Not Sorry’ video is designed to spark dialogue about how women unknowingly minimise their strength by saying sorry when there is no reason to.

P&G Global Hair Care president Colleen Jay said the company hoped to inspire action and change through the campaign.

“We believe the message of the video will resonate with women, encouraging them to be more aware of this diminishing behaviour and, in turn, prevent any bias they may be unconsciously creating,” she said.

Watch the video here: