Dirt­ness me!

Finweek English Edition - - Advertising & marketing -

OMO’S “dirt is good” plat­form has been one of the more in­spired ideas to come out of the ad in­dus­try in re­cent years, as it turns a vice al­most into a virtue – or at least into an ac­cept­able prob­lem. Kids get­ting dirty is rightly por­trayed as a healthy thing and Omo makes it easy to man­age.

A new com­mer­cial by Lowe Bull Jo­han­nes­burg takes place at a zoo, where a thor­ough spray job from an ele­phant, a vig­or­ous rub­bing of fish guts at the seal en­clo­sure and a good soak­ing cour­tesy of a mon­key chase turn clean clothes into dirty ones.

By a strange co­in­ci­dence, tra­di­tional pre-treat­ment re­quires the same ac­tiv­i­ties: spray­ing, rub­bing or soak­ing. But here, thanks to Omo, the only pre-treat­ment re­quired is get­ting dirty.

The com­mer­cial is an adap­ta­tion of the Bri­tish ad for Per­sil, the Omo equiv­a­lent, where the pre-treat­ment meth­ods were de­picted in three sep­a­rate vi­gnettes, such as a moun­tain biker splash­ing through a muddy pud­dle to il­lus­trate “spray thor­oughly”.

But South African economies of scale did the job all in one.

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