Dettol Bar Soap TVC

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Reckitt Benckiser’s 80-year-old brand Dettol is reinforcing its ‘protection as strong as a mother’s love’ positioning with a bar soap TVC from its advertising agency McCann1886.

In the past, Dettol’s TVCs were more functional than emotional, but this TVCs has slowly begun to change that and is now the brand’s biggest step forward into a more emotional space, which helps connect with the audience on a deeper level.

Using the insight that no matter how old you are, you will always be your mother's baby, the TVC developed by McCann1886's creative team of Executive Creative Director, Tumi Sethebe, Copywriter, Zi Sithole and Art director Chan Ma was directed by Egg Films’ Dani Hayes.