Procter & Gamble deodorant Secret is “stress tested for women” (who don’t sweat, they perspire – or is that sexist?) so Wieden+Kennedy HQ in the US has come up with some gruelling tasks or questions – for them, like proposing.
Nice and simple. W+K in the US sometimes overdoes things in the urge to be different but this is doubtless what P&G ordered.
MAA creative scale: 6.