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Secret deodorant isn’t just hocking a nice-smelling antiperspirant: It’s selling women empowerment. At least, that’s the vibe its popular new commercial strives to create by featuring a young woman nervously preparing to ask her boss for a raise. The commercial teeters on the edge of perpetuating a rather tired woman-as-victim message. but ultimately offers something more.
Lucy, a pretty, young professional, practices in the office bathroom mirror how she’ll approach her boss. The boss must be intimidating: She vacillates between addressing him formally, as “Mr. Kendal,” or casually calling him “Bob… Bobby,” hinting at the struggle women have in navigating old boys’ networks and dealing with male authority figures. One of her most compelling arguments—“Todd makes more than I do and has only worked here for two years”—suggests her workplace is steeped in sexism.
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