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Safeguard marks 25 years in China with ad celebrating a mother’s love

P&G soap brand Safeguard is celebrating 25 years in China with a Mother’s Day ad.

A film created by Saatchi & Saatchi shows the changing relationship with a mother and her child.

Mimi Lai, Saatchi & Saatchi Shanghai director of client services, said: “As the brand agency for Safeguard China for over 20 years, we have grown hand-in-hand with Safeguard & with Chinese consumers. Our vision is to strengthen the brand’s emotional bond with modern day moms. Safeguard will always be there – just like her love for her family.”

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