Carex and Iris have released a new integrated campaign to celebrate Carex’s pivotal role in protecting the nation’s hands. Carex has been at the heart of Britain’s hand care for over 25 years, ‘Protecting the hands of the nation’ celebrates this with an engaging new TVC. In a new 30” spot, featuring both Carex’s handwash and hand gel, the experience of washing your hands is elevated into an inclusive experience, showing that Carex is here to protect all hands of the nation.
Covid-19 has thrust good hand hygiene to centre stage during the last six months, as a symbol of not only good health, but good citizenship. However, generic products are now ubiquitous with unbranded hand wash and hand sanitiser products, available free in all areas of UK life.
The film states “millions of people use Carex for care and protection when it matters most”, highlighting that no matter who you are, washing your hands is important, and Carex protects and cares for all hands. That’s why they remain they nation’s favourite. The brand’s tagline “That’s Why We Carex” was created by Iris in 2019 and will be used in this campaign’s integrated comms.
Ross Taylor, creative director, Iris, said: “The interesting thing about the pandemic is that the country has been connected over one simple act - washing your hands. Washing your hands has been elevated to a new status in everybody’s lives, and we wanted to create a campaign that captures the spirit of the nation with a diverse and inclusive cast.”
Goldstein licensed an elegant piano piece from Ethiopian musician Emahoy Tsegué-Maryam Guèbrou to accompany the gentle and continuous flow of the film.
The campaign will run on TV, online and across social from 16th Sept, with media being handled by Wavemaker.