Lauren McCrindle
Group Creative Director at McCann New York
New York, United States
TitleProtect Like a Mother
BriefLysol 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
Campaign Protect Like A Mother
Advertiser Lysol
Brand Lysol
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
Length
Chief Creative Officer
Creative Director
Creative Director
Copywriter
Copywriter
Executive Creative Director
Account Director
Executive Producer
Executive Producer
Production Company Producer
Account Executive
Project Manager
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Account Supervisor
Chief Production Officer
Global Executive Creative Director
Executive Art Producer
Executive Music Director
Music Producer
Executive Strategy Director
Global Strategy Director
Global Business Lead
Global Account Executive
Editor
VFX/Post Production Framestore
Production Company Framestore
Director

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