Carex, the PZ Cussons handwash brand, is launching a new TV campaign created by TBWA\Manchester. Watch it here.
The ad, featuring the brand's animated 'Squirts' characters, is designed to appeal to women looking out for their families. It focuses on Carex's claim that it "kills 99.99% of bacteria in just seconds".
Fergus McCallum, CEO at TBWA\Manchester, said: "Mothers tend to be the gatekeepers of their families' health and so we needed a campaign that appealed to them and their busy lifestyles without preaching or scaremongering."
Lisa Cooper, senior brand manager at PZ Cussons, said: "We know that hand washing is something people do without even thinking about it and that they rarely wash their hands long enough.
"We needed an advert that showed viewers we have a product that kills bacteria quickly and that's exactly what TBWA\Manchester achieved."
The ad will air on national primetime TV including ITV 1 and 2, Channel 4, E4, Channel Five and several Sky channels until the end of November.