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5 October 2021

Sorry Not Sorry

by Syd Briscoe

Goodiebox: “The Non-Apology” - 2 mins 30s

Danish cosmetics purveyors Goodiebox encourage women to strengthen their self-confidence in this forthright ad. Director Olivia Kastebring presents a diverse collection of women who discuss their feelings of needing to apologise - for not being enough, for taking up space, or merely for existing. As you can imagine, that attitude is thoroughly challenged over two-and-a-half minutes.

The tone here is refreshingly laid-back and open, giving the cast space to talk about their misplaced guilt without judgement. It's a valuable dialogue to present in an ever-more pressured world, and the sense of honest catharsis makes the final message about being unapologetically yourself all the more impactful.

Film Production: New Land
Director: Olivia Kastebring

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