Dettol's clean and clear campaign

Sometimes you don't need flashy visuals or a budget-bashing VFX element to sell your wares, instead relying on good old-fashioned brevity.

Such is the case for McCann London's witty and wry campaign for Dettol's new Refill range, expressing the simple fact that it Makes any bottle a bottle of Dettol through tight copy, playful VO and some comedic edits.

With some snappy direction from Joe Dixon, through OTO Film in Poland, the spot's punchy proposition, plus it's joyfully tongue-tangling refrain, makes it a message that's hard to miss.