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By John Glenday, Reporter

August 16, 2022 | 3 min read

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.


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


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

Dettol Brand Strategy Audio Advertising

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