The Colgate Protex Balance Antibacterial Soap ad campaign may seem clean and innocent at first, until the fine print is read. The hands starring in each image belong to individuals who happen to work in disease-ridden occupations. Hannes Fourie is a fishmonger while Mark Wilson is a plumber and Dr Linda Davidson is an Infectious Disease Specialist. No matter how clean they think their hands are, unless they use this soap, they are probably still dirty.
Conceived and executed by the Young and Rubicam ad agency located in South Africa, the Colgate Protex Balance Antibacterial Soap ad campaign is based on common actions that can lead to dire consequences. It was art directed by Ismaeel Chetty.
Infectious Hand Ads
The Colgate Protex Balance Antibacterial Soap Campaign is Fit for the Family
Trend Themes
1. Antibacterial Soap - Opportunity for disruptive innovation: Develop an antibacterial soap that is effective against a wider range of pathogens.
2. Disease-ridden Occupations - Opportunity for disruptive innovation: Create products or services specifically tailored to the hygiene needs of individuals in disease-ridden occupations.
3. Infectious Disease Awareness - Opportunity for disruptive innovation: Develop educational campaigns or technologies to raise awareness about the risks of infectious diseases and promote preventive measures.
Industry Implications
1. Soap Manufacturing - Opportunity for disruptive innovation: Explore novel ingredients or formulations to enhance the antimicrobial properties of soaps.
2. Occupational Hygiene - Opportunity for disruptive innovation: Create innovative solutions and technologies to improve hygiene practices and reduce the risk of infections in disease-ridden occupations.
3. Healthcare and Medical Equipment - Opportunity for disruptive innovation: Develop advanced disinfection technologies or personal protective equipment to protect healthcare workers and individuals in high-risk occupations from infectious diseases.