Milton have been protecting babies with their sterilising products for over 70 years.

Back in 2016 we produced a 30” TV commercial that showed the range of Milton products. This was built around the insight that babies often put objects in the mouths in their process of discovering textures and tastes. That’s why Milton have a variety of products to help keep their world safe including surface sprays and wipes along with traditional sterilising products and accessories.

In 2021, in reaction to the on-going COVID19 pandemic, Milton launched a new child-safe hand sterilising foam. They asked us to consider the most cost effective way to advertise the new product on TV, knowing that a 30” ad all about the new product would be cost prohibitive.

Amending the 30” TVC wasn’t an option because all the products featured were still relevant. So the solution was to create a 10” TVC that could run by itself in cost effective 10” TV slots or be adapted to add onto the end of the existing 30” version as a “now introducing new…” update to the range.

The new 10” TVC was filmed to match the look of the existing ad but used a different VO artist to make the 10” stand out when used at the end of the 30”.

Production costs were reduced by finding two children and their real mum and filming in their home. This meant that the children were relaxed and happy and gave great performances. All that was left to do, using some editing tricks, was to add the new hand steriliser bottle the range shot that we’d originally filmed 5 years before.