Secret’s Latest Ad Campaign Offers Nothing New—and That’s Exactly Why It Works

Don't call the P&G-owned antiperspirant brand's message virtue signaling

Secret’s latest ad campaign, which debuted during Sunday’s Golden Globes telecast and will run throughout the year on digital platforms and linear TV, features a diverse group of strong, confident women among superimposed statements such as “Don’t sweat taking the spotlight,” “Don’t sweat calling the shots,” and “Don’t sweat raising the bar.”