Creativity

A Transgender Woman Faces the Ladies' Room in Secret's Latest 'Stress Test'

For Some, It's Not an Easy Place to Hang Out

By Alexandra Jardine. Published on Oct 28, 2016

Editor's Pick

In its recent ads for Procter & Gamble deodorant brand Secret, Wieden & Kennedy has been tackling some of the stressful situations for women in modern life -- like asking for a raise, or sending an "I love you" text. Its latest "stress test" is something perhaps even more life changing: facing the Ladies' Room if you are a transgender woman.

The 30 second spot features a transgender character called "Dana" trapped in her stall as a group of women enters the powder room. As they confidently chat about everyday stuff, in contrast she's fretting and nervous, her fear of being judged almost palpable. Eventually she takes a deep breath and goes for it -- and gets positive comments like "Great dress" and "It's really cute." The text on screen says "Dana finds the courage to find out there's no wrong way to be a woman."

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About

Credits

Date
Oct 28, 2016
Agency:
Wieden + Kennedy Portland
Client:
Secret
Creative Director:
Justine Armour
Creative Director:
Caio Lazzuri
Copywriter:
Claire Wyckoff
Art Director:
Danielle Delph
Art Director:
Johan Arlig
Producer:
Jessica Staples
Producer:
Jennifer Hundis
Strategic Planning:
Angela Jones
Strategic Planning:
Carly Presho-Dunne
Media/Comms Planning:
Kelly Muller
Media/Comms Planning:
Stephanie Ehui
Account Team:
Alexina Shaber
Account Team:
Dana Borenstein
Production Company:
The Directors Bureau
Director:
Gia Coppola
Executive Producer:
Lisa Marguilis
Executive Producer:
Elizabeth Minzes
Line Producer:
Benjamin Gilovitz
Director of Photography:
Larkin Seiple
Editorial Company:
Final Cut
Editor:
Paul Zucker
Assistant Editor:
Betty Jo Moore
Assistant Editor:
Zoe Schack
Post Producer:
Suzy Ramirez
Post Executive Producer:
Eric McCasline
VFX Company:
The Mill
Flame Artist:
Scott Johnson
VFX Producer:
Kiana Bicoy
Music and Sound Company:
Barking Owl
Composer:
Brian Hall
Sound Designer:
Michael Anastasi
Song:
Cleary
Producer:
Ashley Benton
Mix Company:
Lime
Mixer:
Sam Casas
Mixer:
Lisa Mermelstein
Producer:
Susie Boyajan

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