Secret has a new advertisement from Wieden + Kennedy Portland, called Ladies Room: Stress test #8260.

And one of the biggest tests of everyday womanhood happens in public bathrooms, those social watering holes where grooming happens, decibels rise and packs form. The space is so small that you can't be ignored; you will be sized up. You time the length of your pee, even if no one else is listening. You follow conversation; whose voice is louder, who is dominating? Who gets the mirror, who's blocking the sink? And will you be tacitly accepted by the eyes you decide matter, in that eternal few minutes of relieving nature's call?

Secret introduces this very quandary in the latest installment of its #StressTest campaign from Wieden + Kennedy Portland. Women flood into a public bathroom, chatting amiably. It's a warm but sharply enviable space, full of pretty people who aren't questioning a word that comes out of their mouths—who aren't questioning themselves (even if they are, deep inside).
Meanwhile, in a dark stall, another woman panics. The cues are clear: She has probably always been a woman inside, but is just learning how to express that woman outside. She's in the negotiating-space portion of her transition. And it's deafeningly horrible.

After a deep breath, Dana exits her stall.

"Great dress," a voice says.

"It's really cute," says another.

Words on the screen: "Dana finds the courage to show there's no wrong way to be a woman."

This ad was inspired by transgender women and a real-life moment which is stressful and challenging. This is one of many stories about women's stress we're proud to share.

This spot was not intended to make any political statement or to support or oppose any specific legislation. We're nonpartisan and not affiliated with any political party.

Stress-Tested for Women' builds on Secret's rich history of supporting all women who show courage in redefining feminine strength.

The campaign highlights a variety of stressful situations that are culturally relevant, and how women face those challenges with courage every day. This spot is another story that we are telling through that lens. Secret knows it takes guts to redefine cultural norms, and proudly supports all women's efforts—big or small—to take life and stress head on.

--Janine Miletic, Proctor and Gamble

Dana's story follows in this path, and she's sure to resonate with the women in transition whose quiet everyday benchmarks haven't often been represented—much less this kindly.