‘Look Away Now’ campaign from Dettol

Reckitt-owned disinfectant brand Dettol has launched a new campaign that calls on consumers to "Look Away Now" to see germs in a new way. In place of side-by-side comparisons of microscopic organisms the treatment uses a "self-ironic" lens to dramatize the fact that germs cannot be seen by the naked eye.

The campaign delivers a message that while germs can spread in homes, there is a simple way to get rid of them. Warning signs pop up as a family lounges around their home, letting viewers know that graphic scenes are to follow – only to illustrate that there is nothing to see. A public service announcement-style commentary is provided by actor and impressionist Jon Culshaw.

“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," said Dettol marketing director Luca Tamagni. "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,”