“Consumers saw Domestos as a strong, multi-surface, multi-purpose germ killer, yet the TV commercials always made the toilet the main battleground when it came to fighting germs,” says Rui Alves, executive creative director of Domestos agency Lowe Bull. “Research showed however, that consumers used Domestos everywhere, not just in the toilet, which formed the basis of the new creative concept.”

The ads take the consumer down into the germ-filled drains and toilets of otherwise clean homes, letting the viewer stare up at unaware householders from the germs’ vantage point.

Art director: Miguel Nunes
Copywriter: Andre Vrdoljak