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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. 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 work in that the relationship issues presented are humorous and not resolved.
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