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When unveiling a new deodorant campaign, one couldn't ask for a better lead-in than a motherhchristing heat wave like we're enjoying in New York. Lifting an idea better used elsewhere, P&G's Secret deodorant now has two giant billboards on either end of Times Square that will run "secrets" sent in by users for all to see. Send 'em via web or text message, or via on-site kiosks that will supposedly be ready tomorrow. Of course there will be a steady stream of inane bullshit, but surely a few gems will make it past whatever poor sap is in charge of editing these things before posting. If you see a particularly good, sad, sly, or dirty "secret" on the billboard, send legible photos of same to We'll post any bad/good enough to warrant same.

New Secret Billboard Has the Smell of Truth [NYP]