Sony Digital Rapids Pixel Power calrec Sony

Dettol reinforces protection as strong as a mother's love' positioning with new campaign

13/12/2019

13 December, 2019 - 08:04

Reckitt Benckisers 80-year-old brand Dettol is reinforcing its protection as strong as a mothers love positioning with a bar soap TVC from its advertising agency McCann1886.

Using the insight that, no matter how old you are, you will always be your mothers baby, the TVC developed by McCann1886s creative team of Executive Creative Director Tumi Sethebe, Copywriter Zi Sithole and Art director Chan Ma was directed by Egg Films Dani Hayes.

I tasked the agency to evoke an emotional reaction from the Dettol soap bars target audience - mothers and other caregivers in South Africa was how Marketing Director at Reckitt Benckiser, Kunal Sahgal, described the brief that inspired a TVC hes very proud of.

This TVC delivers on emotion and authenticity while still being able to communicate on the germ protection credentials of the brand. It does so with music and visuals that put the spotlight on a mothers enduring love for her children and her desire to protect them. The transitions between a young and older mother and her pre-teen, and then grown-up son are exceptionally subtle and seamlessly done, and are incredibly entertaining to watch.

All in all, theres a timeless feel about the TVC. It reinforces the reason that so many generations of mothers have turned to Dettol bar soap in summer and throughout the year, to help them protect their children from the sweat and grime of everyday growing up and that, no matter how old they are, their mothers love will always be there, he said.

The TVC, which you can view here https://youtu.be/0fvDku9u11c, began flighting on all major TV stations locally on November 23.

Credits:

Client: Reckitt Benckiser

Brand: Dettol Soap Bar

Marketing Director: Kunal Sahgal

Creative agency: McCann1886

Account Manager: Jonathan Stonier

Executive Creative Director: Tumi Sethebe

Copywriter: Zi Sithole

Art Director: Chan Ma

Strategic Planner: Dallas Glover

TV Producer: Saff Doran

Production House: Egg Films

Director: Dani Hayes

Post-production: Post Modern

Embedded video for Dettol reinforces protection as strong as a mother's love' positioning with new campaign

Commercials

Africa South Africa

0833031778
LINK: https://www.filmcontact.com/news/south-africa/dettol-reinforces-%E2%80...
See more stories from filmcontact

Most recent headlines

17/01/2020

Komplete Kontrol Integration in Studio One, Part 1/3

Studio One 4.53 introduced integration with Native Instruments' Komplete series of keyboards, which is a big deal. Although these keyboards are theoreticall...

17/01/2020

NAMM 2020 - Sontronics Podcast Pro

Versatile mic Video of Sontronics Podcast Pro - NAMM 2020 Podcast microphone with built in pop shield available in red or black....

17/01/2020

NAMM 2020 - Sequential Pro 3

Multi-Filter Mono/Paraphonic Synthesizer Video of Sequential Pro3 - NAMM 2020 For more videos from NAMM, see SOSs dedicated YouTube channel, where all the vid...

17/01/2020

NAMM 2020 - AMS Model RMX 16

500 Series relaunched version Video of AMS Model RMX 16 - NAMM 2020 AMS Neve relaunch and reimagine the legendary RMX 16 in 500 Series format....

17/01/2020

NAMM 2020 - AKG Lyra

Podcast mic Video of AKG Lyra - NAMM 2020 AKG Launch their Lyra podcasting mic for PC, Mac, iOS and Android....

17/01/2020

NAMM 2020 - Waves Ovox

Real-Time Vocal ReSynthesis Video of Waves Ovox - NAMM 2020 Voice-controlled synth and vocal FX processor with Real-Time Vocal ReSynthesis...

17/01/2020

Amazon or Discovery could bid for Premier League Nordic rights'

Bidding process for 2022/23 season currently underway Jenny Priestley 4 hours ago Bidding process for 2022/23 season currently underway target=_blank t...

17/01/2020

NBCUniversal confirms international news service plans

Will use resources from Sky News Jenny Priestley 5 hours ago Will use resources from Sky News target=_blank title=Share on LinkedIn class=share-linkedi...

17/01/2020

Netflix predicted to spend $17.3 billion on content this year

Expected to surpass $26 billion by 2028 Dan Meier 4 hours ago Expected to surpass $26 billion by 2028 target=_blank title=Share on LinkedIn class=share...

17/01/2020

TVBEurope joins 2020 NAB Best of Show Awards

Nominations are now open Jenny Priestley 4 hours ago Nominations are now open target=_blank title=Share on LinkedIn class=share-linkedin> Nominations...

17/01/2020

Framestore Delivers Magic for The Witcher

As part of its impressive slate of work for the best-known TV streaming services and media distributors, Framestore has delivered an extensive range of VFX for ...

17/01/2020

Sharjah Grand Mosque Sings Praises with Broadcast Solutions ME and Ross Video

Sharjah Grand Mosque Sings Praises with Broadcast Solutions ME and Ross Video posted: 17/01/2020 More than five years in the making, Sharjah Grand Mosque ...

17/01/2020

Snowpiercer Rolls on TNT May 31

TNT debuts sci fi series Snowpiercer May 31. Jennifer Connelly and Daveed Diggs star. The show is based on a graphic novel and a film by Bong Joon Ho. Set year...

17/01/2020

TBS Orders More American Dad!'

TBS ordered two more seasons of animated comedy American Dad! The 20th Century Fox Television series hits episode No. 300 this year. It has been on for 16 seaso...

17/01/2020

Court TV's O.J. Simpson Trial Series to Launch Jan. 23

The new Court TV said it will launch its 37-part series, OJ25, marking the 25th anniversary of the O.J. Simpson murder case on Jan. 23 at 9 p.m. The Simpson tr...

17/01/2020

Demi Lovato to Sing National Anthem at Super Bowl

Demi Lovato will sing The Star-Spangled Banner at the Super Bowl Feb. 2. Lovato announced the news on Instagram. Singing the National Anthem at #SBLIV, she ...

17/01/2020

Primetime Ratings: NBC Wins With Chicago' Dramas

NBC earned the top spot in Wednesday prime, the Chicago shows leading the Peacock to a 1.2 in viewers 18-49, per the Nielsen overnights, and a 6 share. That eas...

17/01/2020

TCA: Discovery to Launch Chip and Joanna Gaines Magnolia Channel in October

Pasadena, Calif. Discovery Communications will launch its new network featuring Chip and Joanna Gaines this October as the company works toward a potential di...

17/01/2020

Fox to Air Harry & Meghan' Special Jan. 29

Fox will air the one-hour special Harry & Meghan: The Royals in Crisis January 29 at 8 p.m. ET/PT. The special looks into the couple's plan to make a break ...

17/01/2020

DiGiCo shows new Quantum5 at NAMM 2020

Quantum 5 follows on from the huge success of DiGiCo's flagship Quantum 7. As with Quantum 7, the Quantum 5 engine slots neatly into the existing SD5 frame ...

17/01/2020

DiGiCo announces the DMI-KLANG at NAMM 2020

KLANG's acclaimed immersive in-ear mixing systems make spatial and transparent in-ear monitoring possible. With lower listening levels on average up to 6d...

17/01/2020

DiGiCo reveals Quantum338 at NAMM 2020

With Quantum338, we have ensured that we are providing a next generation console that works in synergy with our Quantum Engine, says Michael Aitchison, DiGiCo&...

17/01/2020

Game-Changing VFX in Jumanji: The Next Level

In Sony Pictures' Jumanji: The Next Level, the gang is back, but the game has changed. As they return to Jumanji to rescue one of their own, they discover t...

17/01/2020

VES Announces Board Of Directors Officers

LOS ANGELES - The Visual Effects Society (www.visualeffectssociety.com) has announced its 2020 board of directors officers. The officers, who comprise the VES b...

17/01/2020

SIGGRAPH 2022 Returns to Vancouver, Announces Chair

CHICAGO-ACM SIGGRAPH has selected Munkhtsetseg Muunuu Nandigjav, of Savannah College of Art and Design (SCAD), as chair of its 49th conference. Nandigjav, a n...

17/01/2020

Watch: Uzalo latest Episode 249 S5 Wednesday, 15 January 2020

The story follows the family whose wealth was built in the murky criminal underworld, as well as the more wholesome Mdletshe family who's day to day life, i...

17/01/2020

woodward park city grand opening

In The Wild Jan 16, 2020 ICYMI, December was a BIG month for Woodward with the opening of its Park City facility. Not only is this big news, but it's a...

17/01/2020

Object Matrix & Ortana Media Group Solution Brief

-- Object Matrix & Ortana Media Group Solution Brief Our Media Focused Hybrid Cloud Storage platforms meet the tactical and strategic needs of many stakehold...

17/01/2020

Bridge Technologies Appoints DVEO as Business Partner

Brings in-depth technical knowledge, extensive experience, total commitment to customer service OSLO, Norway - 15 January, 2020 Bridge Technologies today anno...

17/01/2020

NETFLIX AND BILL PRADY INK FIRST LOOK DEAL

Netflix and Bill Prady have entered a first look deal for scripted series programming. Prady will work with Netflix to develop, write and produce TV series acro...

17/01/2020

NHNZ wins at Asian Television Awards

NHNZ wins at Asian Television Awards January 17, 2020 NHNZ took home two awards at the recent Asian Television Awards including, Best Natural History or W...

17/01/2020

ABC Figures show 1.68 billion national newspapers circulated in 2019

16/01/2020 A new industry agreed ABC figure for the national newspaper sector clearly illustrates the scale of today's printed newspaper market. Our new T...

17/01/2020

Hitachi Joined WIPO GREEN as a Contributing Partner

Tokyo, January 16, 2020 --- Hitachi, Ltd. (TSE:6501, Hitachi) today announced that Hitachi has joined WIPO GREEN as a contributing partner. WIPO GREEN is an ope...

17/01/2020

Avid Debuts New Products at 2020 NAMM Show that Boost the Creative Powers of Music and Audio Pros from Studio to Stage

Today at The 2020 NAMM Show, Avid (Nasdaq: AVID) debuts a wide range of powerfu...

17/01/2020

Quincy Jones Headlines Avid's Stellar Lineup of Music Creators for Its 2020 NAMM Show Main Stage Events

Music and audio pros at all stages of their careers will learn from top producer...

17/01/2020

Spotify Has the Pawfect Playlist for You And Your Pet

There is something uniquely special about the relationship we humans have with our pets-it's one filled with unconditional love, licks, snuggles, and cuddle...

17/01/2020

Decision to allow judges' sentencing remarks to be broadcast welcomed by national broadcasters

Press Release on behalf of broadcasters ITN, Sky and BBC This is a landmark mom...

17/01/2020

Haivision Announces Play Pro, the Free SRT Player for Viewing Ultra Low Latency Video Streams

Haivision Play Pro enables broadcasters, streamers, and developers to monitor hi...

17/01/2020

SGO invites Insight users to join the rapidly expanding Mistika Boutique Community

View Larger Image SGO announces Mistika Insight, the former Education and Tra...

17/01/2020

New research shows how leaders should be preparing for the ...

New research shows how leaders should be preparing for the future of work Published on Jan 16, 2020 Share LinkedIn Facebook Twitter Today we'...

17/01/2020

Committing to carbon negative by 2030

Committing to carbon negative by 2030 Published on Jan 16, 2020 LinkedIn Corporate Communications Team Share LinkedIn Facebook Twitter LinkedIn...

16/01/2020

Telenor Group announces CEO changes in Asian subsidiaries

Reading Time: 2 minutes Sharad Mehrotra, CEO of Telenor Myanmar, has been appointed the new CEO of dtac, Telenor Group's mobile operator in Thailand. He r...

16/01/2020

NAGRA highlights scalable service protection and smart content aggregation and monetisation solutions at CSTB 2020

Cheseaux, Switzerland and Phoenix, Ariz. - January 16, 2020 - At CSTB Telecom an...

16/01/2020

Clear-Com Hires In-House PR Point Person to Facilitate Expanding Communications Goals

Clear-Com has appointed Jeanine Zolczynski in the newly-created role of PR Coor...

16/01/2020

Tunisia to Launch SMS Disaster Alert System as Part of GSMA We Care'

Tunisia's Government and Operators Join Forces to Use Mobile Connectivity to Protect Lives Tunis: The Government of Tunisia is collaborating with the count...

16/01/2020

All-star line up announced for The BRIT Awards 2020 with Mastercard

All-star line up announced for The BRIT Awards 2020 with Mastercard The BRIT Awards 2020 will be live on ITV Tuesday 18th February at The O2 Arena in London T...

16/01/2020

WarnerMedia Expands Relationship with Acclaimed Filmmaker Steven Soderbergh Signing 3-Year Overall Deal for HBO Max and HBO

WarnerMedia Expands Relationship with Acclaimed Filmmaker Steven Soderbergh Sign...

16/01/2020

Aquaman: King of Atlantis to Reign Supreme with New HBO Max Three-Part Animated Mini-Series Executive Produced by James Wan

Aquaman: King of Atlantis to Reign Supreme with New HBO Max Three-Part Animated ...