Secret Helps Friends Burn Bridges
In an interesting twist on Dove's Real Women Campaign, Secret gives "real women" (somehow better-looking than Dove's "real women") a chance to destroy someone's life, or maybe just their own. We already knew most of what they were thinking in their heads but now they can spout these social profundities for the aptly-named line of deodorant. (It's the untapped potential here that makes the campaign so promising.) While the revelations aren't all that revealing from "I want to leave my boyfriend" to "I kissed your husband" to "I don't think I'm getting married," we do like "I have obsessive compulsive disorder ... I hide it well." Yeah, isn't that what they all think?
The campaign is headlined by racing hottie Danica Patrick because it's not like anybody else is doing that. She even gets her own tab on the site, which is titled FEMININE STRENGTH. Not to knock on Danica's ability to lift her own race car without releasing a single smelly sweat bead, but that's just so lame we're not even going to touch it. - Contributed by Angela Natividad