Secret Deodorant’s conversation-starting Super Bowl ad, titled ‘The Secret Kicker’, will air during the official Super Bowl Pregame Show and it aims to kick-start dialogue around the possibility of women playing at football’s highest level – the NFL.
Starring US soccer players Carli Lloyd and Crystal Dunn, the P&G women’s deodorant brand spot starts with an average football game day scene – a full stadium, passionate supporters, players moving to the line of scrimmage before a crucial kick – before taking a surprising turn when, following a successful kick, the kicker and holder are revealed to be women.
Specifically to be Lloyd and Dunn.
The stadium goes crazy and the brand issues a call-to-action: ‘Let’s Kick Inequality’.
The commercial debuted on The Ellen DeGeneres Show and then it was posted online when Secret launched its first YouTube Masthead on 28 January.
The brand has also teamed up with a group of high-profile celebrities, athletes and influencers to help share this message with their followers and join Secret in its push to #KickInequality.
The campaign will peak when the hero ad airs in ESPN’s Pre-Game Show airing on Sunday, 2 February – timed to run around 10 minutes before kick-off.
“More than two-thirds of girls believe that society doesn’t encourage women to play sports,” said Secret Associate Brand Director Sara Saunders.
“We’re setting out to change this notion by spotlighting world-class female athletes on a field where gender equality is not yet the norm. Whether or not a woman wants to play football, shouldn’t she at least be able to consider it a possibility? We believe that there are some things women shouldn’t have to sweat – and equal opportunity is one of them.”
The campaign was created by Secret’s in-house team and was produced by Mills James.
Comment:
In February 2018, parent P&G renewed its NFL partnership for a further five years retaining marketing rights to the grooming, fabric/air care and household goods categories which enabled it to continue to activate around the NFL through a range of products including Gillette, Febreze, Vicks, Head & Shoulders, Old Spice and Secret.
This Super Bowl spot is the latest from Secret to prominently highlight women’s social issues which includes sports-led ads such as the Alex Morgan fronted ‘Equality’ campaign
and the ‘Cheer For Each Other’ initiative.
Just one of a marked uptick in female-focused and female-targeted commercials running during Super Bowl 2020 including Microsoft’s ‘Be The One’ (see case study).
Links:
Secret Deodorant
https://www.youtube.com/user/SecretDeodorant
https://twitter.com/secretdeodorant
https://www.facebook.com/secret
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