Procter & Gamble’s Secret deodorant is rolling out its new Because You’re Hot campaign with the help of a celebrity-endorsed amateur dance contest. Secret’s Show Us Your Moves casting call tour kicked off Aug. 23 in New York City at the Roseland Ballroom. The first 200 dancers to arrive got 30 seconds to show their stuff to celebrity choreographers Rich and Tone and to compete for a shot at a guest dancer spot in an upcoming Jennifer Lopez video. The kick-off event wrapped with a special performance by J. Lo who sat in on several of the tryouts.
The Because You’re Hot campaign is designed to tie together the literal (I’m hot and need deodorant) with the figurative (I’m strong and feminine—like J. Lo—and therefore I’m hot) in an effort to win consumers’ minds and armpits. “The message behind it is the whole notion of confidence—confident strong women ” Jay Gooch spokesperson for Procter & Gamble told Buzz. “When you’re confident you’re hot.”
The six-city tour travels to Atlanta Chicago Dallas Las Vegas and Miami through the end of September. The first 100 contestants at each stop get an audition and free product samples. Contestants can also submit audition videos online at becauseyourehot.com. P&G brand reps and celebrity choreographer Shane Sparks from Fox TV show “So You Think You Can Dance” will select the finalists. Finalist videos will be posted online where consumers will ultimately decide who’s hot and who’s not.