Secret Makes a Play to Kick Inequality on the Football Field with Super Bowl Ad Featuring Carli Lloyd and Crystal Dunn
27 Gennaio 2020 - 10:25PM
Business Wire
In continued effort to champion equal
representation and equal opportunity for women, Secret depicts
soccer stars Lloyd and Dunn as football game-day heroes in new
spot
Today, Secret Deodorant revealed its conversation-starting Super
Bowl ad on “The Ellen DeGeneres Show.” “The Secret Kicker” spot
will air during the official Super Bowl Pregame Show and aims to
spark a dialogue about the possibility of women playing at
football’s highest level – the NFL. Starring U.S. soccer players
Carli Lloyd and Crystal Dunn, this ad is the latest from Secret to
prominently highlight women’s social issues.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20200127005694/en/
"The Secret Kicker" (Photo: Business
Wire)
“More than two-thirds of girls believe that society doesn’t
encourage women to play sports,” said Sara Saunders, Associate
Brand Director, Secret. “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 spot opens with a typical football game day scene: a packed
stadium, enthusiastic fans, players taking to the line of scrimmage
before a make-it-or-break-it kick. Things quickly take a turn for
the unexpected when, following a successful kick, the kicker and
holder are revealed to be women – specifically, Lloyd and Dunn. The
crowd goes wild, as Secret issues a call-to-action: Let’s Kick
Inequality.
“I am so incredibly proud to be a part of this campaign, and I
am thrilled that a brand like Secret is bold enough to make a
statement like this during such a major moment in sports,” shared
Lloyd. “While I’ve been vocal about my ambitions to play football
professionally, this message is so much bigger than football – it’s
about showing to women and girls that it’s okay to set big goals
for themselves and to aspire to be more than what they think is
possible. I want to show people what a truly equal world can look
like, and ‘The Secret Kicker’ does just that.”
This territory is not new to Secret, which has a long history of
supporting women’s progress. Added Saunders, “Secret has been
championing strong women for more than 60 years, and as part of
that, we’re committed to doing our part to advocate for positive
change.”
Following its debut on “Ellen,” Secret will launch its
first-ever YouTube Masthead on January 28. The brand has also
enrolled a number of high-profile celebrities, athletes and
influencers to help share this message with their followers and
join Secret in its push to #KickInequality. This work will
culminate in a pre-game airing on Sunday, February 2, approximately
ten minutes before the Super Bowl kick-off.
“The Super Bowl is one of the biggest sporting events in the
world, and we are excited that brands like Secret continue to use
this moment to share such important messages with our audience,”
said Samantha Rapoport, Senior Director of Diversity &
Inclusion at the National Football League. “Throughout the NFL, we
welcome passionate players of all backgrounds and of any gender to
be part of our team both on and off the field. We are proud to
stand with Secret to celebrate the progress that has been made and
to show everyone what the future of football could look like.”
For more from Secret, visit Secret.com, or follow Secret on
Instagram (@SecretDeodorant), Facebook (Facebook.com/Secret),
Twitter (@SecretDeodorant) and YouTube
(YouTube.com/SecretDeodorant).
About Secret
Secret was the first antiperspirant brand designed specifically
for women, and for the past 60 years, Secret has been on the
forefront of women’s lives, leading with innovation designed to
provide superior odor and wetness protection. Through the years,
the brand has proudly supported women’s advancement and equality
through its campaigns and communications. Its latest campaign, “All
Strength, No Sweat,” is a continuation of this commitment to women,
celebrating those who boldly challenge the status quo, push through
barriers and stand up for what they believe in, without “sweating”
the obstacles that may come their way. Secret challenges women
everywhere to be all strength, no sweat.
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version on businesswire.com: https://www.businesswire.com/news/home/20200127005694/en/
Sarah Black, DeVries Global 212-546-8533 |
sblack@devriesglobal.com
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