Secret has released a new commercial, that advocates equal pay for women.
The spot, part of the brand’s latest “All Strength, No Sweat” campaign, opens with young girls part of a soccer team called “Wolves” charging onto the field to a musical overlay, which includes the lyric “We don’t run from anyone” from Amanda Delara’s 2018 single “We Don’t Run From Anyone”. As the team scores a goal, the lines “Equal Work. Equal Sweat. Equal Pay” are flashing across the screen.
The ad also features world champion and P&G brand ambassador Alex Morgan, who said in a statement “We believe that fighting for gender equality in sports is a part of that responsibility. As players, we deserved to be paid equally for our work, regardless of our gender”.
“Secret supports equal pay for all” another onscreen line reads at the end of the video, which also encourages viewers to join the brand in showing their support at the website of the Girls Leading Girls organization.
Secret announced that they are making a commitment to the Girls Leading Girls organization to help the next generation of female soccer players find their voice and realize their strength. The brand has pledged $100,000 to the organization, which will fund soccer camp experiences and leadership training for more than 750 girls and women, ages 7-35. Secret is also donating an additional $1 (up to $25,000) for every stick of Secret Outlast deodorant sold between March 18 and July 9, 2019 to Girls Leading Girls to fund additional leadership training for girls in soccer.
This is not the first time the P&G-owned deodorant brand has taken on the gender pay gap. In November 2018, Secret teamed up with equal pay advocacy group Ladies Get Paid to produce a new video campaign that highlights the importance of equal pay. Titled “I’d Rather Get Paid,” the music video, directed by Raine Allen-Miller, features actress Rinny Perkins performing an original song and also includes cameos from famous women who are passionate about ending pay inequality, including actresses Sophia Bush and Samira Wiley, sports legends Abby Wambach and Swin Cash, Catt Sadler, Claire Wasserman, Ashley Louise, and Swin Cash.