11 Jul 2022

By: Sport Industry Group

Dettol has launched a TV ad campaign for its ‘Dettol Up, Support England’ campaign.

The ad, created by UK-based agency M&C Saatchi Sport & Entertainment, highlights the football rituals fans adopt before watching a big game, encouraging Dettol hygiene practises to be a part of this routine. The ad follows a family and their pre-match rituals as they prepare to watch the England Women’s Team in the UEFA Women’s EURO 2022 and will air during the tournament.

In 2021, Dettol became the official hygiene partner of the England men's and women’s senior teams, Wembley Stadium connected by EE, the wider grassroots game and St George’s Park. The TV ad is an evolution of the brand’s ‘Dettol Up, Play On’ campaign, reinforcing good hygiene habits across the game and focusing on fan specific rituals during a huge year for England’s elite teams.

The TV ad was produced by London-based content production company Affixxius and advertising agency Treacle 7 and edited by Stitch and will be supported on social, with digital and static OOH across England.