INEOS handles with care

INEOS has launched a new campaign for its latest product, a handwash, with the 60-second spot taking a look at all the amazing things our hands can do.

Created by The&Partnership London and directed by Biscuit's Maria Sosa Betancor, the spot - called You Can Handle Anything - is a series of vignettes showcasing the vital role of hands in everyday life; from tying shoelaces and turning a key in an ignition, to the tender touch of a loved one and the life-saving action of CPR.

The film is shot in 16mm and was, naturally, hand developed and then scanned in digitally for the edit, and uses various media throughout the film including illustration, animation and film.  

“This campaign is an ode to human endeavour," said Micky Tudor, Chief Creative Officer at The&Partnership. "All told through the power of our hands, so it was important for us to create the most handcrafted campaign ever. From oil painting to manga cartoon and letterpress printing, every detail was meticulously handcrafted. The result is a powerful and emotive campaign that smashes all category norms.”