ErinIs.com

There is a commercial I totally hate at the moment and it’s driving me mad every time its on air.

When I usually hate a spot its because I’m not in the demo and I can excuse it away b/c the message wasn’t really aimed at me. But the current Secret Deodorant spot is aboslute nonsense and I’m even a current customer.

The concept isn’t bad, but the execution is painful.

I couldn’t find a video for this spot…so I’ll try to describe it for anyone who hasn’t seen it. Bascially its a woman walking down the streets in NYC giving us 5 reasons to use secret deodorant. She does some random and pointless stuff which involve her lifting her arms up. After a solid 2 weeks of the commercial annoying me, did I even realize that the five reasons to use Secret were not what the actress was actually doing or saying- the five reasons were up in the upper left corner as copy.

But it still doesn’t make any sense- those copy points have absolutely nothing to do with whats going on.

#1 She raises her arms and says “Hey hows it going” to some guy then admits she doesn’t even know him- left corner says strong odor and wetness protection.

#2 Then she salutes a doorman and says “At ease captain!” – copy is goes on clear

# 3 “TAXI!” She hails a cab but then dismisses him with “No thanks I’d rather walk” – screen reads smooth lightweight formula

#4 As she’s walking past a side street there is a cop car and she pauses to yell “AHH I’m innocent” raising her arms and smells her armpits “and fresh!” – read self-renewing fragrances (the only one that makes sense if you can ignore how annoying she is and actually read the copy)

#5 As her last reason, she raises both arms in the air and tosses a piece of trash into a can with one arm, while lowering the other arm she caresses her armpit. “Flawless!”- copy is skin-nuturing conditioners

Can someone please help me understand how anyone thought this spot was goood?