Burnett Goes Serial for Secret

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Leo Burnett explores the dynamics of a relationship in a serialized campaign that breaks to day for Procter & Gamble’s Secret antiperspirant.

The initial pool of three spots follows a man and woman through life-changing events, much like Mc Cann-Erickson’s Tas ter’s Choice ads did in the early 1990s. Those spots featured flirtatious neighbors whose encounters centered around the product.

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