‘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.
Credits
Client: Dettol
Creative: RB Studio
Media Agency: Zenith
PR Agency: DEC PR
This moaning groaning monstrosity of a miserable sadsack ad makes us change channel immediately. The important messsge is lost through horrible delivery. The actress sounds like she is croaking out her lines from her deathbed. Yuck
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The voice over (and the script, to be fair to the VO artist) is just atrocious. It is surprising when a bunch of no-doubt talented people produce something so nauseating and tone deaf.
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Agreed with the other comments about this ad. As a TVC Producer I believe the VO talent sounds way too depressing and groany. I suggest re-recording with a new talent with a more uplifting voice, and also getting the sound mix re-done.You can barely here what she says and the music drowns out the VO.
The vision is absolutely fine, just hate to see an ad where its ruined by the sound so you are losing your message and wasting $$.
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I agree, this is the worst advert I have ever seen and heard in my entire life. The world is already a depressing place at the moment and this voice over has made the situation 10 times worse. It either makes you want to laugh at how terrible it is and cry at how depressing the voice is.
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