|Title||Protect Like a Mother|
|Brief||Lysol has been killing 99.9% of germs for 100 years. But the message was being forgotten. So the brand was relaunched with a more emotional claim: protection. The film pays tribute to the protective instincts of mothers. Human mothers are replaced by their animal counterparts: a bear, a vulture, a monkey, an elephant and a lion. So mothers everywhere are encouraged to identify with the animals’ powerful, unwavering, nurturing and instinctive strength.|
|Agency||McCann New York|
|Campaign||Protect Like A Mother|
|Date of First Broadcast/Publication|
|Business Sector||Household Products & Maintenance|
|Story||After over 100 years of killing 99.9% of germs, Lysol functional claim was losing relevance. But behind 99.9% was something much more emotional and meaningful – the idea of protection. We created this film to introduce a larger platform that celebrates the fierce instinct moms have to protect: What It Takes to Protect We relaunched the Lysol brand by paying tribute to the protective nature of mothers. In the film, we replaced human mothers with their animal counterparts, juxtaposing everyday parenting situations with the protective instinct demonstrated by mothers throughout the animal kingdom. We wanted our target to see themselves in the mother bear, vulture, monkey, elephant, and lion. And identify with the powerful, unwavering, nurturing, and most importantly, instinctive strength they possess.|
|Media Type||Web Film|
|Chief Creative Officer||Sean Bryan|
|Creative Director||Erin Wendel|
|Creative Director||Lauren McCrindle|
|Executive Creative Director||Priti Kapoor|
|Account Director||Chioma Aduba|
|Executive Producer||Christine Lane|
|Executive Producer||Winslow Dennis|
|Production Company Producer||Phoebe Chao|
|Account Executive||Nicole Pressman|
|Project Manager||Renata Bankowski|
|Account Supervisor||Amber Trimble|
|Chief Production Officer||Nathy Aviram|
|Global Executive Creative Director||John Mescall|
|Executive Art Producer||Andrea Kaye|
|Executive Music Director||Eric Johnson|
|Music Producer||Dan Gross|
|Executive Strategy Director||Erica Yahr|
|Global Strategy Director||Sarah Watson|
|Global Business Lead||Volker Ast|
|Global Account Executive||Arielle Kroloff|
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