This traditional television commercial was produced for the Indian brand All Out as part of SC Johnson’s global “Good to be Tough” campaign for its pest control products. The “Good to be Tough” idea celebrated real life moments where moms act tough to protect their children and their health. In this story, the need for protection from mosquitoes is paired with a classic bedtime struggle between mom and child. Our tough, prepared mom is always one step ahead of both mosquitoes and her son.
For this project, I acted as copywriter and creative director, driving the process from conception and scripting through client selling and production.
