W+K’s First Work for Secret Concerns Things Young Women Aren’t ‘Allowed’ to Do

By Patrick Coffee 

P&G, the market leader in Consolidation, moved creative duties for its Secret deodorant brand to Wieden + Kennedy without a review last summer in the interest of “cut[ting] $500 million annually from the company’s budget for agency and production costs.” (The account had been with Leo Burnett, which remains a P&G roster shop.)

W+K’s first headlining campaign for the client concerns the pay gap between men and women, which is a problem for some people who work in advertising and pretty much every other industry.

In what way does this relate to antiperspirant? Bias causes stress/anxiety, which then causes sweat. Take, for example, this young woman who is understandably nervous about asking her boss for a raise.

It’s a nearly universal experience.

A second :15 deals with another common source of stress for young women: the three dots following a certain kind of text message…

Regarding the campaign, P&G brand director for North American deodorants Janine Miletic told AdFreak today that “We understand the stress that comes with challenging cultural norms and are committed to providing women with high-quality products that can stand up to today’s stressors—big and small.”

Creative director Justine Armour added, “What are women still not really ‘allowed’ to do? What are the barriers they’re still up against? What roles and situations still make them feel uncomfortable?”

As we all know, addressing the boss as a colleague is one of the things that women are not “allowed” to do in certain business environments…and such moves can be significant stressors even in friendlier companies.

Oh, another thing women aren’t “allowed” to do is tell the boss man that he’s being inappropriate and expect him to be understanding about it all.


Client: Procter & Gamble/Secret
Project: Secret Stress-Tested for Women

Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Justine Armour / Caio Lazurri
Art Director: Johan Arlig
Copywriter: Justine Armour
Producer: Jessica Staples
Strategic Planning: Angela Jones
Media/Comms Planning: Stephanie Ehui
Account Team: Dana Borenstein / Alexina Shaber

Production Company: Anonymous Content
Director: Aoife McArdle
Executive Producer: SueEllen Clair / Eric Stern
Executive Producer Somesuch: Sally Campbell / Tim Nash
Producer: Christopher Gallagher
Director of Photography: Alexis Zabe

Editorial Company: Final Cut
Editor: Paul Zucker
Assistant Editor: Betty Jo Moore [Editor on ‘Three Dots’] Exec Post Producer: Eric McCasline
Head of Production: Suzy Ramirez
Producer: Sarita White

VFX Company: MPC Los Angeles
Exec Producer: Elexis Stern
Shoot Supervisor: Ben Persons
Colourist: Mark Gethin
VFX Lead: Susanne Scharping
VFX: Sandra Ross / Vincent Blin / Warren Paleos
Designer: Kathleen Kirkman

Music Company: Marmoset
Composers: ‘Proposal’ by Will Canzoneri / ‘Raise’ by Jeffrey Brodsky / ‘Three Dots’ by Kerry Smith
Producer: Tim Shrout
Sound Design Company: Barking Owl
Sound Designer: Michael Anastasi
Exec Producer: Kelly Bayett

Mix Company: Lime Studios
Mixer: Sam Casas