Burnett Goes Serial for Secret

Leo Burnett explores the dynamics of a relationship in a serialized campaign that breaks to day for Procter & Gamble’s Secret antiperspirant.

The initial pool of three spots follows a man and woman through life-changing events, much like Mc Cann-Erickson’s Tas ter’s Choice ads did in the early 1990s. Those spots featured flirtatious neighbors whose encounters centered around the product. Ads in that effort ended in “Will they or won’t they?” cliff hangers.

The new work’s positioning is a slight shift from previous efforts in that the relationship issues presented are humorous and don’t get resolved.