±±¾©Èü³µpk10

The latest TV campaign by Carex, the antibacterial handwash from PZ Cussons, is at number 17 in this week's Adwatch table with a recall of 23%.

The TV spot, created by BDH/ TBWA, features the Carex 'squirt' characters that have been used to promote the brand since its relaunch in 2000.

The latest ad takes place in a restaurant toilet. It is seen from the perspective of the two squirt characters inside a Carex dispenser, who spend their time playing the 'washer or walker' game.

In five executions various characters are shown heading toward the washbasin after using the toilet. The squirts then guess whether they will wash their hands or just walk away. The ads feature four different people: a distinguished gentleman, a young lady, a mother and child and a 30-something man.

This campaign marks a change of strategy for the brand. It focuses on a public loo where previous executions have centred on the 'mother at home' scenario. Lorna Hawtin, planning director at BDH/TBWA says: "We want to own handwashing. As a brand we have always been in the kitchen, but we can't just tell people what to use in their home. We are taking the brand closer to the actual point of handwashing. This is the first step in talking to consumers".

By taking the brand to a public place, Carex is targeting a much larger audience. The featured characters are representative of the audience Carex is aiming at.

Research shows the number of germs on hands doubles after using the toilet, and it also shows that 51% of people do not wash their hands before eating food. Carex is trying to champion good washing habits, and the ads and positioning of the brand reflect this. Jane Keenan, senior brand manager for Cussons UK, says: "The aim of the campaign is to prick the nation's consciences about their handwashing habits."

The ads launched in September and are supported by ambient media, including washroom panels in shopping centres, health clubs, pubs and restaurants.

The annual media budget for Carex is £2.2m. BDH/TBWA has held the account since 1993. Media is by Mediaedge:CIA.