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AOL Tries Live 'Stress Sweat' Ad For P&G's Secret Deoderant

An Experiment That Harkens Back to Dawn of TV

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AOL is holding open try-outs today for more than 500 would-be anchors for its new live video service. Amid the chaos, captured here in a shot from CEO Tim Armstrong, AOL is trying another experiment: a live video ad for P&G's Secret Deoderant brand.

Auditioning for a job is a stressful situation for anyone, so what better time to talk about a concept that Secret is trying to introduce to the world: "stress sweat." Needless to say, there's plenty of stress sweating going on at AOL this morning.

The concept of the live ad, of course, harkens back to the dawn of TV, before the 30-second spot, when advertisers underwrote entire shows and often had their name on them, like "Texaco Star Theater," "Philco TV Playhouse," "The Colgate Comedy Hour" and "Gillette Cavalcade of Sports."

Not a bad idea to get TV geeks at agencies excited about a new show. This one takes about 30 seconds before the anchor contestant "Melanie" gamely hands her host the segue: "I'm a little bit stressed!"

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