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.