Philippines – Antibacterial soap brand Defensil is spotlighting evolved germs in its latest campaign with advertising agency GIGIL.
Ditching the prevalent concept of scary germs, the campaign’s ‘Germ Zs’ are taking over to urge Filipinos to change their soap. In lieu of frequently used fear-based tactics in soap commercials, Defensil and GIGIL have opted for a humorous strategy.
In a series of comedic films, the campaign portrays germs as having evolved to act like Gen Zs, stylish, tech-savvy, and having similar lingo and interests like dating and travelling.
While it incorporates humour, Defensil’s campaign is based on the scientific reality that germs are constantly evolving, suggesting that legacy soaps may no longer be effective against germs today.GIGIL has released multiple humorous campaigns in the past.
Recently, the agency’s OOH campaign with Skyro went viral on social media, with ‘Flexi-Billboards’ complementing Skyro’s offer of flexible loans.
