gapp awards gallery banner
Marketing; Media Magazine

McCann1886 creates new TVC for Dettol ASL

McCann1886 created a TVC for global brand, Dettol, to showcase the effectiveness of its iconic Antiseptic Liquid as a disinfectant that can be used across surfaces around the home.

Marketing Director, Kunal Sahgal, wanted the TVC to announce that Dettol Antispetic Liquid can now be used on household surfaces including the most germiest – kitchen counters & floors. Additionally for it to acknowledge the tough financial cisrcumstances many South African families are currently going through. All this, while 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 Antiseptic Liquid, 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 mom protect what she loves best, her children.

Even more poignant, given the unpredictability of the past few months, is that this mom is a nurse and, while most likely under extreme pressure at work, still manages to magically take care of her children thanks to Dettol.

You can view the ad here:

Shot in Soweto by Made Films and directed by Dani Hayes, ‘Mom is Magic’ began flighting on July 20 and targets mothers in the 4 to 7 LSM groupings.

Previous Article
Next Article






Giving back to the community that serves the Advertising, Media and Marketing industries, Nex Media Village attempts to strengthen this sector from within.

The Nex Media brand makes a difference by utilising Nex Media Village to connect those in need with those who can help. We highlight the necessities of the community and acknowledge industry heroes.

Making a positive difference in our village today builds a stronger and more prosperous city tomorrow.


Nex Media provides you with a highly informative monthly newsletter, which aims to enlighten and delight you with industry news and content.