Safeguard turns focus on brand

'Home', airing nationwide on CCTV after debuting earlier this month, seeks to underscore Safeguard's positioning as a product that will bring health to all the homes in China with an emotive ad interspersing key moments from a family's life, such as the birth of a baby and the building of new home, with scenes of children being washed. Safeguard identified health as one of the elements that turns a house into a home, explained Polly Chu, ECD of Saatchi & Saatchi, the agency behind the ad. The TVC uses a play on words at its end, with the Chinese for Safeguard sounding similar to Chinese for 'comfortable home'. Its tagline is 'Where there is Safeguard there is comfortable home'. A second phase of the campaign will be supported by print and some instore elements.