In their newest #ShineStrong series video, Pantene asks women to consider why they apologize when there’s clearly no reason to. “Sure it’s polite to say ‘sorry’ sometimes. But for everything? No way,” the company states. The commercial resonates with viewers, almost uncomfortably so, because it’s brutally honest and asks us to reevaluate our use of the word and the power it holds. We’re #SorryNotSorry to have to ask you to watch this video. Share it with all the women in your life!