A new spot from Dettol, the Reckitt-owned household cleaning brand, creatively uses sound to reflect the messy chaos of home life, recording every tinkle, splash and squeak of a family's day.
The ad depicts a sequence of spills and messes, from accidental sauce squirts to a kid's pee, messy football boots, dusty tablets, toothbrushing stains and more. Along the way, all of these are cleaned up by Dettol's range of sprays and wipes. The tagline is "Let Life Flow."
The campaign was created via McCann London and directed by Charlie Thorne of Oto Films. It's running on TV, digital, social, radio and point of sale in the U.K.
“Dettol has for many years been part of the everyday lives of many households," said Mathieu Desbrandes, category marketing manager at Dettol, in a statement. "This campaign is a chance to celebrate and beautify the little messes and chaos of daily life as they happen. Our products are consumers’ trusted partners to get both the cleaning and disinfecting job done in a quick wipe or a simple spray."
"Sound design quickly became the focal point for our story, informing what we shot and how we shot it," added Matt Crabtree, creative director at McCann London, in a statement. "The campaign is a visceral and textural symphony showing how a quick squirt or wipe of Dettol can effectively kill 99.9% of germs when cleaning the splats, splashes, spills and scrapes of life in its wonderfully chaotic flow."