P&G unveils a deodorant to close the pay gap in new W+K campaign for Secret

Women don’t sweat they perspire, they used to say. But that was then.

But they now they sweat, especially when they’re in stressy situations. As when they try to close the pay gap by persuading stone age men in interviews that they can do the job just as well as blokes.

That’s the set-up for Wieden+Kennedy HQ’s new ad for Procter & Gamble’s Secret deodorant which is “stress-tested for women.”

Do ads like these actually help people (and it seems to be women who need the assistance, according to P&G anyway) or just add to humanity’s towering pile of anxieties?

If you think the former, this is nicely done.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. As Queen Victoria put it so well… “Horses sweat, gentlemen perspire and ladies become heated.” She also said… “If rape is inevitable, relax and enjoy it.” She should have been a copywriter.