‘Our fight is not yet over’, says Dettol in ad reminding Australians to maintain hygiene practices

Dettol is reminding Australians not to get complacent about hygiene practices in an ad which leans heavily on hand holding and connection.

The ad opens with the line “Our fight is not yet over,” despite not actually referencing the COVID-19 pandemic by name.

The national ‘Protect Tomorrow’ campaign does not make reference to whether Dettol’s products have an effect against COVID-19, but rather enforces the message of protecting family, friends and the community by continuing use of hand soaps and sanitisers, disinfectants and wipes.

Glenn Cochran, general manager at RB Health ANZ, said: “Hygiene and hand washing has never been more important than it is now, and Dettol is dedicated to supporting all Australians in the protection of their families into tomorrow, as we have done over the last 80 years.

“With restrictions easing across most of the country, it’s important that Australians do not become complacent with their hand washing and hygiene behaviours.

“It’s critical that we continue to work together as a nation, because nothing is more important than protecting those you love, which is why we hope our new television commercial acts as a powerful reminder of the role we all must play in protecting one another and in doing so, protecting tomorrow.”

The campaign uses creative from some of the brand’s most noteworthy ads from the past few decades, including footage of the original antiseptic liquid, instant hand sanitiser, surface wipes and laundry sanitiser.

RB Studio, the consumer healthcare company’s internal creative team, was the force behind the campaign.

“We are proud of how the new creative celebrates those important connections and moments we all have with our families, partners and friends, and how Dettol has, and will continue, to help Australians protect themselves, their loved ones and homes with our extensive hygiene and personal care portfolio,” Corchran added.

The campaign follows RB Hygiene’s recent partnerships with Uber Australia, Meals on Wheels and the Pharmacists’ Support Service, providing monetary and product donations to COVID-19 frontline workers in each organisation.

In May, Dettol released a campaign for its disinfectant wipes, employing a concept it has previously used, comparing cleaning a bench top with a sponge to using a raw chicken breast.


Client: Dettol
Creative: RB Studio
Media Agency: Zenith
PR Agency: DEC PR


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