Burnett Creates Serial for Secret

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Leo Burnett explores the dynamics of a relationship in a serialized campaign that breaks today for Procter & Gamble’s Secret anti-perspirant.

The initial pool of three TV spots follows a man and woman through various life-changing incidents, much like McCann-Erickson’s Taster’s Choice commercials did in the early 1990s. Those spots featured flirtatious neighbors whose encounters centered around the product.

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