This film starts with a tight shot on a mobile phone in a woman’s hands. She is typing a text that says, “I love you.” The camera focuses on the three dots of the return text. Music amplifies the tension our hero feels as she awaits a response to her declaration of love. The camera gets tighter and tighter. The music pounds. The stress is palpable.

A super builds: “Say it first even if the response might ruin your life.” Cut to an end card with Secret Clinical Strength. The products animate to display three Secret products and the line “Stress-tested for women. Since 1956.”