Manchester's BDH/TBWA has produced the new TV initiative, which represents a departure from the "mother at home scenario traditionally used to promote Carex.
The new campaign continues using the Carex Squirts as its spokespeople, but moves the action out of the home and into a public restroom. Cussons cites research showing alarming numbers of people who don't wash their hands regularly enough.
Fifty-one per cent of people are said not to wash their hands before eating food. Nearly one-third of all men and 17 per cent of women also confess to not washing their hands after going to the lavatory.
The new ad hammers home the hygiene message by putting the Squirts into the restroom of a restaurant where they guess which of the people coming in will wash their hands. The visitors - a distinguished gentleman, a thirty-something man, a young woman and a mother and child - were chosen as representative of the target audiences.
The creative team of Jason Hill and Michael Murray devised the ads, which were directed by Graham Rose through Rose Hackney Barber. Mediaedge:cia Manchester is buying the media for the campaign, which will also encompass washroom panels in shopping centres, health clubs, pubs and restaurants.