Keeping Cool Under Pressure

We’re always up for exploring new creative avenues, and our collaboration with Lifebuoy was no exception. Typically, Lifebuoy ads feature a protagonist who’s saved by the product in a pinch. But this time, MullenLowe switched things up. Instead of focusing on the usual “problem-solution” approach, the heat was on—literally and figuratively—for everyone except the protagonist. Cue our calm, cool hero, effortlessly staying fresh while the world around him melts (in a bus, no less). The message? Lifebuoy keeps you confidently cool, no matter how hot things get. We wanted to bring this twist to life with a playful yet symbolic visual approach. Rather than revealing our protagonist right away, we let the audience experience the relief of a cool breeze before introducing him. It’s almost like a breath of fresh air amidst the chaos. And of course, no Lifebuoy ad would be complete without the iconic doctor appearance to seal the deal. While we didn’t stray from the brand’s core message, this project allowed us to experiment with a fresh narrative that we hadn’t tackled before. This project also marked Tones & Colours’ first dive into CGI-heavy production. The blend of graphics, animations, and live-action pushed us to up our game and incorporate CGI in a way that felt natural yet modern.