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That's essentially the message Dial Corp. is hammering household in a new branding campaign for its antibacterial soaps that pushes consumers' cleanliness buttons enough to inspire obsessive-compulsive showering to rival that of Jack Nicholson in the film ``As serviceable as it Gets.''

Two flaws from GSD&M, Austin, Texas, break nationally today in the Omnicom clump shop's debut campaign for the brand since winning the $20 million to $25 million account in June 2001 beneath the theme, ``You're not as