J Lo Gives P&G's Secret Brand A Boost

  • August 24, 2007
Yesterday's casting call, the first of six cross-country stops, was held at New York City's Roseland Ballroom. It was followed by a free performance by Lopez. The contest will also visit Dallas, Atlanta, Miami, Chicago and Las Vegas through the end of September.

Contestants who can't make it to one of the six casting calls can submit a 30-second video of their "Secret Hot Moves" online on becauseyourehot.com. One winner will be selected from each of the six local casting calls and four from the online submissions. Videos of the finalists will be at the Web site, where consumers can vote.

The effort supports Secret's new campaign, "Because You're Hot," via Leo Burnett Chicago, which launched early this month. A spokesperson says neither J Lo or the winner of the competition will appear in Secret advertising.

--Karl Greenberg



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