It was another one of those - Stop - Tilt your head - Stare - Scratch your head - moments.
I was watching a TV commercial for Secret. One sister confesses to the other sister that she told their parents about her first sexual encounter. I must admit, it got my attention. But not in a good way. My reaction was, initially - ewww. My next reaction was - what putz. If my sister did that to me I'd never tell her anything ever again. What kind of loser tells their parents and breaks a bond with her sister over what was a very private and personal moment? Yikes.
So, I did some more investigating and discovered this was a series of commercials for Secret deodorant. The premise is getting women to share their secrets. The website, shareyoursecret.com uses this verbiage to explain the premise:
Look into the souls of strong women, whose candid secrets reflect their character - flaws, frailties, intelligence, nerve and wit.
Are you strong enough to share your secret?
Here's the problem, almost all the commercials I saw involve ratting out someone. Now, Secret can call it "strong" to do that, but I call it "wimpy and spineless".
You see - to me, a secret, if it is shared with you, is something to be guarded, protected, and not shared with anyone else Sharing a secret means letting someone into your mind, heart and soul. If someone is brave enough to share something, the receiver of this knowledge should protect it with her life.
The other problem is, secrets are often shameful. Does sharing it make you stronger? Maybe sharing it with someone you love, but sharing it on a TV commercial to promote a deodorant?????
I do like the style of the commercials. I think the director, Oscar winning Jessica Yu, has a unique perspective and a way of making real people look natural and engaging. But it's the basic premise that simply does not resonate with me.
How about you? Do you like the "Share your secret" campaign? Sound off!