Lysol - "Protect Like a Mother"

McCann New York

McCann New York New York, Vereinigte Staaten von Amerika

Awards

25735

Marke: Lysol
Länder: Vereinigte Staaten von Amerika

Werbende: Lysol

Titel	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.
Agentur	McCann New York
Kampagne	Protect Like A Mother
Werbende	Lysol
Marke	Lysol
Datum der ersten Ausstrahlung/Veröffentlichung	2017 / 5
Geschäftsbereich	Haushaltsprodukte & Pflege
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.
Medientyp	Internet-Film
Länge	60 seconds
Chief Creative Officer	Sean Bryan
Creative Director	Erin Wendel
Creative Director	Lauren McCrindle
Texter	Susan Young
Texter	Daniel Colburn
Executive Creative Director	Priti Kapoor
Etatdirektor	Chioma Aduba
Executive Producer	Christine Lane
Executive Producer	Winslow Dennis
Filmproduzent/Produzent	Phoebe Chao
Account Executive	Nicole Pressman
Projektmanager	Renata Bankowski
Produzent	Matthew Arrow
Account Supervisor	Amber Trimble
Leitender Produktionsverantwortlicher	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
Cutter	Jon Grover
VFX/Post Production	Framestore
Produktionsfirma	Framestore
Regisseur	Tom Routson