Using the insight that, 'no matter how old you are, you will always be your mother's baby', the TVC was directed by Egg Films' Dani Hayes and developed by McCann1886's creative team, which includes:
- executive creative director Tumi Sethebe
- copywriter Zi Sithole
- art director Chan Ma
"I tasked the agency to evoke an emotional reaction from the Dettol soap bar's target audience — mothers and other caregivers in South Africa," says the marketing director at Reckitt Benckiser, Kunal Sahgal.
"This TVC delivers on emotion and authenticity, while still being able to communicate on the germ protection credentials of the brand. It does so with music and visuals that put the spotlight on a mother's enduring love for her children and her desire to protect them," adds Sahgal.
"The transitions between a young and older mother and her pre-teen — and then grown-up son — are exceptionally subtle and seamlessly done, and are incredibly entertaining to watch," says Sahgal.
"All in all, there's a timeless feel about the TVC. It reinforces the reason that so many generations of mothers have turned to Dettol bar soap in summer — and throughout the year — to help them protect their children from the sweat and grime of every day growing up and that, no matter how old they are, their mothers' love will always be there," he concludes.
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