The ad is the first in a campaign designed to introduce the benefits of "good" bacteria on the skin. It follows research that shows that Carex is less damaging to the skin's "good" bacteria than other antibacterial handwashes, despite being effective against the "bad" bacteria.
The campaign is aimed at mothers with young children and will run in women's monthly and weekly magazines until 17 May.
The ad features two seemingly identical rodents but a dagger has been drawn on to one, which is labelled "bad bacteria". The other rodent is labelled "good bacteria".
The campaign was written by Richard Sorensen and art directed by Matthew Crosby. Mediaedge:cia Manchester handled the media planning and buying.