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