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.