Laundry brand says: “Dirt is Good” in their new TVC.

Unilever needed a TVC to launch an exciting new Omo (Australia) and Persil (NZ) product, their EcoActive laundry detergent. The ad would be used across TV, YouTube and Social channels.

We put a brief out to our network to source a creative idea that would communicate the brands purpose “Dirt is Good”, in conjunction with both the Eco and performance benefits of the product. The brand was seeking to create an asset that evoked an emotional connection from consumers, as well as getting the Eco message across in a way that was different to category norms.

Through Genero, Unilever worked with Production Company Sherpa to develop and produce their creative idea. The final content is a great example of how to showcase a brands purpose and product benefits simultaneously. The main message is around the brand’s commitment to preserving the world’s greatest playground – nature – whilst also maintaining the trusted power of Omo/Persil. Thus, Omo/Persil EcoActive is ‘tough on stains, not on nature’.