Auditory Dettol campaign shows how households can stay squeaky clean
Dettol is caressing the ears of consumers to promote the versatility of its cleaning products by bringing to life the chaotic soundscape that accompanies everyday life.
‘Let Life Flow’ by McCann London is an auditory-first integrated campaign across TV, radio, digital, social and point of sale that puts viewers up close to spills, splashes and stains, before they are effortlessly wiped away with a satisfying squeak.
Showing that cleanliness is a constant battle, the campaign demonstrates how even the messiest of households can stay on top of their chores with a simple spray or wipe.
Matt Crabtree, creative director at McCann London, said: “Continuing the brand platform ‘We protect what we love,’ the team created this beautifully crafted campaign. Sound design quickly became the focal point for our story, informing what we shot and how we shot it. 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."
Mathieu Desbrandes, category marketing manager at Dettol, added: “Dettol has for years been part of the everyday lives of many households. 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.”
The campaign was produced by OTO Films and Craft London. McCann picked up the Dettol account from Havas in 2016.
Credits
Project name: ‘Let Life Flow’
Client name: Reckitt – Dettol
Dettol UK
Category marketing manager: Mathieu Desbrandes
Brand manager: Mandi Wong
McCann London
Chief creative officers: Laurence Thomson and Rob Doubal
Chief strategy officer: Theo Izzard-Brown
Creative directors: Matt Crabtree and Melissa Down
Creative team: Richard Holmes and Zac Ellis
Design: Jason Smith
Business director: Joe Thomson
Account director: Mike Knowles
Senior account manager: Harriet Bates
Strategy director: James Clee
Project manager: Nishita Upadhyay
Craft
Head of integrated production: Sophie Chapman-Andrews
Executive producer: Amos Usiskin
Senior producer: Kal Tank
Producer: Amber Brown
Business affairs lead: Val Boyce
Energy Studios
Creative director: Jo Jenkins
Creative lead: Mathew Beevor, Lucia Mencos and Tania Bell
Designer: Suzani Reitz
Motion graphics: Riccardo Vitale and Skye Svorinic
Brand partner: Becki Woodage
Project manager: Via Henderson
Production company: OTO Films
Director: Charlie Thorne
Director of photography: Ian Murray
Executive producer: Tomasz Kozera
Producer: Agata Wiśniewska
Production manager: Janek Białobłocki
Editor: Charlie Moreton
Colorist: Matt Turner