Mother’s Day in the US is imminent, so ad agency McCann (New York) and cleaning products company Lysol teamed up for the campaign “What It Takes To Protect”. Lysol is probably the US equivalent to the UK’s cleaning brand ‘Dettol’, and instead of marketing their anti-bacterial products like most competitors do, globally, they adopted a more emotional and sensitive take on protecting against germs.
The adorable narrative celebrates the protective strength of parents, with Lysol there to help them, focusing on the universal human instinct to keep your loved ones safe. Using metaphors for protection against germs, we see animal mothers protecting their human children against rain, bullies and accidents.
The campaign expands beyond TV and digital, as Lysol will host an experience in Brooklyn Bridge Park called “Protect like a mother: an exhibit presented by Lysol” over the US Mothers Day weekend (14th May). It aims to highlight the most fierce protectors in the animal kingdom: mothers, and will include large scale animal installations that children can interact with.
I think it’s a fantastic concept! So much more effective and memorable than the cringey cleaning ads we’re used to.