“Never let them see you sweat.”

ADVICE FROM THE CLASSIC COMMERCIALS: “Never let them see you sweat.”        Tagline used in TV commercials for Dry Idea antiperspirants         This well-known "neverism" (a term coined for by quote maven Dr. Mardy Grothe), was popularized by a series of TV ads for Dry Idea that ran from the mid-1980s to the early 1990s. The series featured various celebrities, including fashion designer Donna Karan, model and actress Lauren Hutton, football coach Dan Reeves and comedian Elayne Boosler. Each celebrity talks about three “nevers” for their particular profession. The third never mentioned in each commercial is: “Never let them see you sweat.”        For example, Karan says: “There are three nevers in fashion design. Never confuse fad with fashion. Never forget it’s your name on every label. And, when showing your lines to the press, never let them see you sweat.”        The catchy slogan is credited to veteran ad man Phil Slott, who was then at the BBDO agency. Slott was especially hot at the time, having also recently coined the Navy recruiting ad slogan: “It’s not just a job, it’s an adventure.”

ADVICE FOR MEN: “At a health club, you could meet business contacts, friends, and, most important, future dates. So, ‘never let them see you sweat’ too much! P.S. Have your hairy back waxed, and no grunting like a farm animal when you’re lifting heavy weights.”        Frank Vincent        American actor, musician, writer and producer        Some of the manly tips in his 2007 book A Guy's Guide to Being a Man’s Man (written with Steven Priggé)

ADVICE FOR WOMEN:          “Some people say, ‘Never let them see you cry.’ I say, if you’re so mad you could just cry, then cry. It terrifies everyone.”        Tina Fey         American actor, comedian, writer, producer, and playwright            In her best-selling autobiographical book Bossypants (2011)

ADVICE FOR TEENAGERS: “Never let them see you sweat. If you lose your cool, you lose your power. Where parents are concerned, indifference is your greatest weapon. If they’re having temper tantrums and laying down all sorts of ridiculous rules, don’t argue. Don’t show any reaction at all. This drives them nuts. When they’re finished, calmly suggest that it might be better to have this discussion when they’re feeling more rational.”        Sandra and Harry Choron        In their Book of Lists for Teens (2002)        The Chorons include this in the list “10 Tips for Raising Well-Adjusted Parents.”

ADVICE FOR SPIES: Q (actor Desmond Llewelyn): “I’ve always tried to teach you two things. First, never let them see you bleed.” James Bond (Pierce Brosnan): “And the second?” Q: “Always have an escape plan.”        In the film The World Is Not Enough (1999)

ADVICE FOR STONERS: “The best way to hide from people that you’re high is to never let them see you sober.”        Comment posted by “tyorke” on GrassCity.com            In the discussion thread “Are you a functioning stoner?” (Art by R. Crumb.)

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