The ask: Create a viral video with an empowering female message.

The insight: Women apologize for things that need no apology. They need to stop doin' that!

The idea: For lots of women saying 'sorry' is a type of verbal, knee-jerk reaction that's crept into the way they communicate today. Put a spotlight on this 'trend' and show that while they may not be aware of it, it's a way that many women hold themselves back (so, stop!).