Let life flow

Agency: McCann London

Dettol - Let life flow


Dettol’s ‘Let Life Flow’ campaign celebrates familiar moments in an unfamiliar way

15 August 2022: Dettol’s new campaign ‘Let Life Flow’ created by McCann London gives consumers the confidence and satisfaction of a job well done, in a relatable and engaging way.
‘Let Life Flow’ aims to represent the natural chaos of home life, with sound design acting as the focal point of the story, informing how and what was shot. The integrated campaign will feature 30”, 20” and 10” TVC, radio, digital, social, web and POS, showing a range of occasions in the home where consumers benefit from using Dettol’s Hard Surface Cleanser products.

The TVC gets as close to the action as possible with every bump, squirt and squeak mirroring the well-known sounds of the everyday. The result is a celebration of familiar moments captured in an entirely unfamiliar way.

Clean isn’t something you just sit back and admire. In fact, reality is that clean gets unclean and germs spread pretty quickly. But that doesn’t mean home life needs to stop for any spill or mess, because, with a quick spray here, and a little wipe there, you’re back on track and off you go again. Dettol Household Cleaners leave you free to enjoy the everyday flow of life with your loved ones, with peace of mind that you can experience these moments clean and hygienically.

The campaign was directed by Charlie Thorne and produced by OTO Films. The creative was done by Richard Holmes and Zac Ellis, overseen by Creative Directors Matt Crabtree and Melissa Down and produced by Craft London.

Matt Crabtree, Creative Director at McCann London said, “Continuing the brand platform ‘We protect what we love’, the team created this beautifully crafted campaign. Sound design quickly became the focal point for our story, informing what we shot and how we shot it. The campaign is a visceral and textural symphony showing how a quick squirt or wipe of Dettol can effectively kill 99.9% of germs* when cleaning the SPLATS, SPLASHES, SPILLS and SCRAPES of life in its wonderfully chaotic flow”.

Mathieu Desbrandes, Category Marketing Manager at Dettol said, “Dettol has for many years been part of the everyday lives of many households. This campaign is a chance to celebrate and beautify the little messes & chaos of daily life as they happen. Our products are consumers’ trusted partners to get both the cleaning and disinfecting job done in a quick wipe or a simple spray.

We are excited to launch the new Dettol ‘Let Life Flow’ campaign to give consumers the confidence and satisfaction of a job well done and are delighted to see our brand pictured in such a relatable way.”

*Including bacteria and viruses. Use disinfectants safely. Always read the label and product information before use.

This professional campaign titled 'Let life flow' was published in United Kingdom in August, 2022. It was created for the brand: Dettol, by ad agency: McCann London. This 360° medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted about 1 year ago.


Project Name: ‘Let Life Flow’
Client Name: Reckitt – Dettol

Dettol UK
Category Marketing Manager: Mathieu Desbrandes
Brand Manager: Mandi Wong

McCann London
Creative Agency:  McCann London
Chief Creative Officers: Laurence Thomson & Rob Doubal
Chief Strategy Officer: Theo Izzard-Brown
Creative Director: Matt Crabtree, Melissa Down
Creative Team: Richard Holmes, Zac Ellis
Design: Jason Smith
Business Director: Joe Thomson
Account Director: Mike Knowles
Senior Account Manager: Harriet Bates
Strategy Director: James Clee
Project Manager: Nishita Upadhyay

Head of Integrated Production: Sophie Chapman-Andrews
Executive Producer: Amos Usiskin
Senior Producer: Kal Tank
Producer: Amber Brown
Business Affairs Lead: Val Boyce

Energy Studios
Creative Director: Jo Jenkins
Creative Lead: Mathew Beevor, Lucia Mencos, Tania Bell
Designer: Suzani Reitz
Motion Graphics: Riccardo Vitale, Skye Svorinic
Brand Partner: Becki Woodage
Project Manager: Via Henderson

Production Company
Production Company: OTO Films
Director: Charlie Thorne
Director of Photography: Ian Murray
Executive Producer: Tomasz Kozera
Producer: Agata Wiśniewska
Production Manager: Janek Białobłocki
Editor: Charlie Moreton
Colourist: Matt Turner

Royal Enfield
Dietz & Watson


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