OMO’s dirty campaign as Kiwis and Aussies get messy

AUCKLAND/SYDNEY Today: OMO had a new a campaign to lure Aussies and Kiwis back into sports, embracing the mess and fun of getting dirty again, all crafted by 303 MullenLowe.

The campaign builds on the iconic Dirt is Good message, featuring someone rejoining sports after a long hiatus. Directed by Dave Wood of GoodOil, it highlights OMO’s tie to ANZ sports and its knack for tackling post-game dirt with the tagline, Comeback again. And again.

Jody Elston, Chief Strategy Officer at 303 MullenLowe Sydney shares, “This is the next chapter in the highly effective and longstanding Dirt Is Good brand idea. Having given kids’ permission to get dirty for years, OMO is now inspiring grown-ups to get back to the pitch.

“AusPlay data reveals that participation in organised sport drops away for young and midlife adults as life gets in the way. We wanted to show that anyone can stage a comeback and remind them of the fun they’ve been missing out on.

“In today’s sanitised world, it’s refreshing to see adults enjoying the fun and freedom that comes with sport and not worrying about the dirt. And what better way to demonstrate the restorative power of OMO Ultimate than by telling the story of a middling weekend footballer returning to the pitch, albeit very briefly!”

“This is the next chapter in the highly effective and longstanding ‘Dirt Is Good’ brand idea.” – Jody Elston

The campaign spans TV and outdoor ads in both Australia and NZ, including in-store promotions and a special OMO deal covering sport registration fees for 2025.

Annie Lucchitti, Unilever Australia’s Home Care Marketing Manager, notes, “Research has shown a strong bond between ANZ residents and sports, though many feel their prime sporting days are behind them due to life’s demands or physical limitations.

“That’s where OMO can help. Not only do we want to encourage more Aussies and Kiwis to get back to sport, but we want to help them believe that grand comebacks are within reach. Anyone can head back to the pitch – with their self-doubt washed away.

“We love this campaign’s ability to reinforce that OMO is a product you can come back to again and again as part of your own sporting comeback.

“OMO has been demonstrating Dirt Is Good for decades, and with sport being such an integral part of ANZ’s fabric, we want to encourage people to challenge themselves again to get back into those communities and surprise themselves with what it can be in their lives at all ages.”