W+K Portland and Secret Wish You Namaste in Latest ‘Stress Tested for Women’ Spot

By Erik Oster Comment

W+K Portland launched a humorous new 15-second spot for Secret, the latest in its “Stress Tested For Women” campaign. We’re thankful it has nothing to do with the holidays.

The spot depicts a woman using a bathroom hand dryer to dry her visibly damp armpits. When another woman comes out of the stall, she does the sensible thing and pretends to be doing bathroom yoga. Namaste.

The approach works as a comical illustration of the campaign’s central theme. It ends with the “Don’t Pit Out When You Stress Out” tagline, which gels well with the preceding action. It’s a clear departure from earlier efforts dealing more seriously with women’s issues, such as last month’s “Ladies Room,” “The Question” back in May and the agency’s first work for the brand the month prior, “Raise” and “Three Dots.”

The new effort is likely just a reprieve from the more serious approach. Still, it works well with the overall theme of the campaign and throwing in a spot like “Namaste” every once in a while will make the other efforts hit harder and it’s still tangentially related to stress factors at work, echoing the initial “Raise” spot.

In related news, W+K creative director Justine Armour, who led the Secret campaign, recently resigned to accept a job as group creative director at the New York office of 72andSunny. W+K has not made any announcements regarding future leadership of the account at this time.

CLIENT

Secret

PROJECT NAME

“Stress Tested for Women”

FORMAT

TV & Online Video

CLIENT CONTACT

Nicole Summers & Janine Miletic

LAUNCH DATE

11/21/16

W+K PORTLAND

Creative Directors

Ashley Davis-Marshall / Matt Sorrell

Copywriter

Sarah Lloyd / Darcie Burrell

Art Director

Caitlin Alexander / Mary Dauterman

Producer

Ricara Stokes

Strategic Planning

Angela Jones/ Carly Presho-Dunne

Media/Comms Planning

Stephanie Ehui / Alison McClaran/ Kallie Bullock

Account Team

Alexina Shaber/ Dana Borenstein

Project Management

Jordan Schroeder

Business Affairs

Karen Crossley

PRODUCTION

Production Company

Caviar Content

Director

Marielle Heller

Executive Producer

Michael Sagol

Line Producer

Kristina Donahue

Director of Photography

Jody Lee Lipes

EDITORIAL 

Editorial Company

Joint 

Editor  

Steve Sprinkel 

Assistant Editor

Kristy Faris

Post Producer

Jen Milano

Post Executive Producer

Leslie Carthy

VFX

VFX Company

Joint

VFX Supervisor

Alex Thiesen

Flame Artist

Leif Peterson

VFX Producer

Dennis Samatulski

Titles/Graphics

W+K Studio / Mary Dauterman + Caitlin Alexander

MUSIC + SOUND DESIGN  | NA

MIX

Mix Company: Joint

Mixer: Noah Woodburn

Producer: Jen Milano

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