♪ i'm sorry so sorry ♪ that i was such a fool those two words, something that the shampoo company is hoping to hear less of. pantene launched a controversial commercial asking the question, why are women always apologizing? >> the ad is called not sorry. abc's deborah roberts has a look for us. >> reporter: get ready for a conversation. that's bound to have women scratching their heads. >> sorry. do you have a minute? >> reporter: hair care giant pantene dropped an ad campaign showing women a constant state of apology. in the office. >> sorry. >> at home. >> sorry. >> even in bed. >> sorry. >> reporter: sound familiar?