Secret – some brand of antiperspirant that’s claimed for years to be “ph balanced for women” – has launched a new ad campaign in which women share their secrets. The website [since removed] claims:
Look into the souls of strong women, whose candid secrets reflect their character – flaws, frailties, intelligence, nerve and wit.
Curiously, almost all the “secrets” that come up at first on the scroll – and on the commercials I’ve seen on TV so far – are about men. “I kissed your boyfriend”, “I tell everyone I don’t need a man but I really want to be in love” and “I’m still in love with my ex-boyfriend” are among the first few. Hmm. My personal experience as a strong woman involves not kissing other women’s boyfriends, being truthful when I say I don’t need a man, and knowing whether or not I want to be with somebody. Somehow I get the feeling Secret’s not looking for a woman who’s strong enough not to hide behind secrets. This is a titillation campaign, pure and simple.
On an amusing note, if you continue to watch the scroll, eventually you see things like, “I’m 39 male and I only like the oldies”. I guess there’s a web form, and anyone can fill out what they want, and it’s not exactly being screened carefully.
Whatever. This ad campaign seems to subscribe to the same philosophy as the Burger King and Miller Lite ones: make fun of your customers, thereby weeding out the discriminating ones who might notice your product sucks, and keeping in the insecure ones who’ll believe any crap you tell them.