Secret's New Ads Conquer Sexism in the Workplace

Maggie Parker

Secret Deodorant’s Stress Test campaign has a serious mission to promote women. First they tackled the pay gap, then they challenged gender norms in their female-proposing-to-male commercial, then they promoted gender equality in their ad featuring a trans woman mustering up the courage to exit the bathroom, and now they’re taking on sexism the workplace. And we love them for it.

The brand just dropped two new ads featuring a pair of women in an elevator preparing for meetings. The 30-second spots star colleagues Ash and Emma giving each other pep talks and preparing for the casual sexism they will likely face in their upcoming meeting.

“I doubt you girls could pull that off,” one says, mimicking a male boss. “Got the data right here, sir!” the other woman counters proudly.

“Who came up with this business plan?” the male-mimicking colleague asks. “We did,” the other replies.

“Who coded this?” the first asks. “We did,” the second says boldly, referencing her and her fellow elevator gal.

As they exit the elevator, the ad concludes, “Ash and Emma’s pitch adds two more girls to the boys’ club.” Mic. Drop.

The second ad is called “The Bear” and features one woman giving the other an inspiring pep talk. “You are a bear. You dominate, you’re brilliant, articulate,” she says to her PIC. “Yes, those numbers are correct. Yes, those projections are feasible…’cuz you’re killing it,” the pep-talker says to her friend, who’s arms are raised in a V throughout the elevator ride (representing power? Or maybe just airing out her pits before the pressure heats up and also showing her lack of sweat stains. This is a deodorant ad, after all).

We love these ads for multiple reasons. First, they show that females are just as valuable as males in the workplace. They shed light on what we women face every day at work. But they also show women supporting other women, which is something we need more of.

Twitter agrees.

Keep up the good work, Secret.

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