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Dettol's Public Service Announcement Makes Invisible Germs Visible

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McCann London captures 'graphic' germ images and the best ways to get them out of the home

Dettol's Public Service Announcement Makes Invisible Germs Visible

We can often feel like our homes are a sanctuary free from the worries of the outside world but unfortunately germs can still make their way in and on to hard and soft surfaces we may not have considered. 

Created by McCann London, Dettol’s new campaign ‘Look Away Now’ sets to look at these germs in a new way. Gone are side by side comparisons and microscopic germ worlds, instead the campaign uses a self-ironic lens to dramatise the fact that germs cannot be seen by the human eye. The spot aims to raise awareness that while germs can spread in people’s homes, there’s a simple way to get rid of them.

The story follows a family lounging around their home when out of nowhere a warning sign appears detailing the ‘graphic’ images of germs you’re about to see. Delivered in the style of a public service announcement by the inimitable Jon Culshaw, it quickly moves into the scenes of ‘graphic germs’ to find that there’s nothing there to actually see. In a tongue in cheek tone the spot moves from scene to scene pointing out the many invisible germs. Despite being impossible to spot, Dettol Disinfectant spray makes light work of the germs, coming in to disinfect those soft and hard surfaces with ease. 

The film was directed by Darling’s James Lawes, his fluid camera work and use of telescopic lenses gets us closer to the action and the invisible germs. Stitching the shots together with camera moves that help us flow through the ad effortlessly.

The 20 second TVC was created by McCann London and produced through Craft. Media was handled by Zenith.

The campaign to promote Reckitt brand Dettol’s Disinfectant Spray which kills 99.9% of bacteria and viruses on 100 hard and soft surfaces. It follows Dettol’s ‘Helping Protect What We Love Since 1933’ campaign which launched the brand’s new global platform ‘We Protect What We Love’ in June last year, and showcased authentic, real-life stories of determination and commitment to the things that matter, and protecting them using Dettol’s range of antibacterial products.  

Luca Tamagni, marketing director of Dettol UK at Reckitt said: “As a brand we are passionate about helping protect from germs and we believe that being able to relax at home with our loved ones is enhanced in a clean and hygienic house. Dettol Disinfectant spray is our effective solution to disinfection as it works on both hard and soft surfaces, from door handles to sofas, with one simple spray. We are excited to show consumers how easy disinfection can be and we are delighted with the new campaign that brings this to life in an ingenious way.”

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Client Name: Reckitt - Dettol


Marketing Director: Luca Tamagni

Senior Brand Manager: Justyna Dadal

Brand Manager: Hattie Lanz

McCann London

Creative Agency:  McCann London

Chief Creative Officers: Laurence Thomson & Rob Doubal

Chief Strategy Officer: Theo Izzard-Brown

Executive Creative Directors: Ray Shaughnessy & Dan Norris

Creative Director: Matt Crabtree

Creative Team: Mat Joiner, Rory McCaskill, Paul Yull, Adrian Birkinshaw

Design: Jason Smith

Business Director: Joe Thomson

Account Director: Mike Knowles

Account Manager: Harriet Bates

Strategy Director: Rebecca Arnold

Strategist: Bonnie Leung

Project Manager: Justin Reingold


Head of Integrated Production: Sophie Chapman-Andrews

Executive Producer: Amos Usiskin

Senior Producer: Kal Tank

Business Affairs Lead: Monique Naraina

Music Supervision: Chris Graves

Production Company

Production Company: Darling

Director: James Lawes

Director of Photography: Dan Bronks

Executive Producer: Tom Ford

Producer: Tom Ford

Production Manager: Sam Jackson


Editor: Alex Williams

Colourist: Matt Turner

Genres: People, Dialogue

Categories: Home, Cleaning Products

McCann London, Wed, 12 Jan 2022 11:51:58 GMT