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Secret: All Strength, No Sweat

Client: Secret
Date: Jan 2020
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P&G-owned Secret has placed a diverse lineup of women celebrities at the heart of its campaign for Secret Deodorant - 'All Strength, No Sweat' - all handpicked for their achievements in entertainment, sports, business and fitness.

Against the backdrop of a custom-made anthem sung by Grammy-nominee Jessie Reyez, the spot gives airtime to their personal stories and how the modern ladies have challenged the status quo.

In line with the brand, the women chosen for following their passions and not 'sweating' the obstacles in their paths are the Brazilian-American actress Camila Mendes, Olympic gold medalist Swin Cash, actress and entrepreneur Shenae Grimes-Beech and fitness mega-influencer Ainsley Rodriguez.

The intention of the ad is to show the Secret Deodorants' commitment to driving actions in support of equal representation, equal compensation and equal opportunity for all women.

On the campaign, Sara Saunders, Associate Brand Director at Secret said: “We’re so proud to be working with such a diverse group of inspiring women, all of whom were chosen for their unwavering strength and relentless approach to getting what they want from life.”

“We hear from incredible women every day – about their concerns, their ambitions, and about their work to earn their fair share at every stage and place in life. Our hope is that by spotlighting a few of these stories, we can continue to inspire strength and unity in making a real change together.”