Burnett Goes Serial for Secret

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. 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 efforts in that the relationship issues presented are humorous and don’t get resolved.

Each spot in Burnett’s Secret series expresses a different emotion, such as discomfort and un ease, through on-screen text with the new tagline, “Keep it Secret.”

One commercial shows a couple in their apartment, with the man trying to boost the woman’s confidence about asking for a raise at work. Over a product shot, a graphic reads, “Nervous? Keep it Secret.” At spot’s end, the woman reveals she has quit her job to go back to school.

Other spots in the series show the woman heading back to art school, where a nude model is a man from her past. Another ad has the model and husband meeting at a gallery.

The new tagline re places the long-standing “Strong enough for a man, but made for a woman.” Burnett chief creative Cheryl Ber man said the ap proach is meant to resonate with to day’s women, who can re late to the effort’s fully drawn characters, but said the previous tag could return.

Berman acknowledged the campaign’s similarities to Taster’s Choice, but said enough time has passed so it won’t seem derivative. She was unsure how long the storyline will continue, but noted relationship dynamics can be deeply mined.

“I think this is a very fruitful area,” she said.