As the main character of “Stick it” said: “I’m sure only in deodorant”. So women need to be fully confident in the deodorant to experience stressful moments. Even if it is a big business pitch in Secret’s latest ad.

Secret’s “Stress Test” is back. This two ads, like previous “Stress Tests”, directed by Gia Coppola at The Directors Bureau and created by Wieden + Kennedy, feature Ash and Emma. The campaign started up last year with an ad where a young woman asks for a long-overdue raise. On its heels came a classic ‘first I love you‘ (via text, natch), an adorable gender role reversal, and even the quiet tribulations of being a transgender woman.

Secret has decided to enter in 2017 with a close effort to one of the best spots of 2016. Back in April we saw “Raise,” in which a young woman gave herself a pep talk in the mirror to face her boss—putting a more emotional, personal touch on the larger issue of equal pay.

Now we’re back in the business of pep talks. Ash and Emma are ready to face down some skeptics and mild sexism in the board room.

#StressTests Campaign

2 girls – 1 elevator

We meet girls in elevator, preparing for a pitch. It is a rapid-fire Q&A. They are determined, but a little tense and expect biased gender relation.

“Site visits?” – “1.2 million.” – “Conversion?” – “6.4 percent!” – “I doubt you girls could pull that off.” – “Got the data right here, sir!” – “Who came up with this business plan?” – “We did.” – “Who coded this?” – “We did.”

The ad concludes, “Ash and Emma’s pitch adds two more girls to the boys’ club.”

We meet the pair again in “The Bear”. Same elevator, and even may be the same client. This time, the askee in the previous ad has become like a cheerleader.

“You are a bear. You dominate, you’re brilliant, articulate. Yes, those numbers are correct. Yes, those projections are feasible”

“Because you’re killing it,” she whispers.

This ad ends with, “Major pressure moments need major sweat protection.”

#StressTests Campaign

This is our Secret

In “The Pitch” and “Bear,” as in many of the campaign’s previous ads, you get the feeling of being an insider, witnessing scenarios that are common among women. Ash and Emma share messages with intimacy, unity and humor. Girls also make you feel like devoted in Secret!

This is partly because of how insidious bias can be: How do you explain the difference between an all-woman team and a male team slaving day and night over a pitch? Ash and Emma show it with levity—in addition to memorizing site traffic and conversion rates, they’ve also had to prep for what might be hiding between the lines. A Secret spokeswoman previously told us the campaign seeks to “highlight new roles millennial women are taking on in society,” but the brand also hopes to illustrate the particularities of “stress sweat,” which P&G claims is biologically different than physically induced sweat.

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