With Matty J.
OMO are positioning its capsules as the key to keeping up with chaos in a campaign via Thinkerbell.
The latest iteration of OMO’s long-standing ‘Dirt is Good’ platform sees media personality and father of three, Matty J, take centre stage in an unstoppable dance with dirt.
Between home renovations, his career as a personality and podcaster, and parenting three girls under ten, Matty knows a thing or two about mess.
“OMO has always encouraged Aussies to get dirty, but we know that for busy parents, laundry can sometimes feel overwhelming,” said Unilever senior brand manager, Sarah Hollier.
“With their no-mess, no-measure design, OMO Ultimate 3-in-1 Capsules remove some of the mental load. The combination of deep-cleaning enzymes to lift tough stains, alongside long-lasting fragrance and built-in fabric care, means parents can stress less knowing they’re getting a premium clean every time.
“As one of Australia’s favourite ‘do-it-all’ Dads, Matty was the perfect person to help us bring this to life.”
The campaign is anchored in Unilever’s social-first strategy with native content led by WPP Production.
“For me, staying on top of the laundry is about more than just a clean shirt, it’s about Dads stepping up to share the mental load,” said Matty J.
“When you’re both working and raising a family, sharing those everyday tasks is essential.
“That’s why I love how convenient OMO Ultimate Capsules are. The 3-in-1 formula makes it simple to tackle stains, meaning laundry is one less thing to worry about.”
The creative will roll out across TV, OOH, digital, social and retail in both Australian and New Zealand markets, with media planning by Mindshare. Matty J will also lead social and media amplification via his ‘Two Doting Dads’ podcast and personal channels.
“We wanted to lean into the charming, and sometimes hectic, realities of parenting, whilst moving away from classic laundry tropes,” said Thinkerbell head creative tinker, Cat Williams.
“Matty’s infectious personality, smooth moves and candid online commentary on modern Dad-hood make for a spot that’s highly relatable, and a whole lot of fun. Who knew laundry could look this good?”
Credits
Client: Unilever
Creative: Thinkerbell
Production and Social: WPP Production
Media: Mindshare
Post Production: ARC
Sound: Massive Music
Director: Rhett D’Arrietta
Photographer: Toby Burrows
