Marketing director Kunal Sahgal wanted the TVC to announce that the liquid can now be used on household surfaces including 'the most germiest: kitchen counters and floors'.
Additionally, the campaign aims to acknowledge the tough financial circumstances many South African families are currently going through, as well as reinforcing the brand positioning and essence that allows the consumer to 'protect what you love'.
The resultant 30-second ad shows how a mother stretches her household budget by using 'just one capful' of Dettol, usually used to treat cuts and abrasions, to disinfect the surfaces in their homes.
Created by art director Chan Ma and copywriter Zi Sithole, together with executive creative director Tumi Sethebe, the ad shows the 80-year-old brand helping a mother protect her children.
This particular mother is a nurse and, while most likely under extreme pressure at work, still manages to take care of her children.
Shot in Soweto by Made Films and directed by Dani Hayes, 'Mom is Magic' targets mothers in the four to seven LSM groupings.
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