The OMO Dirt is Good ad campaign appears to be living by the common motto, 'If you can't beat 'em, join 'em.' Nevertheless, it doesn't advocate that people should throw in the towel and live like dirt balls for the remainder of their lives. Instead, it shows that dirt is a natural part of life and shouldn't stop people from enjoying their time on earth doing simple things like sitting on a bench enjoying a summer day, indulging space adventure fantasies or going on an architectural dig.
Conceived and executed by Lowe, an ad agency based in Singapore, the OMO Dirt is Good ad campaign depicts those very scenarios through soiled scenes. Instead of being disgusted, the people starring in the ads are happy and content--especially knowing that there is a product that can remove daily stains.
Soil-Accepting Detergent Ads
The OMO Dirt is Good Campaign Embraces Everyday Stains
Trend Themes
1. Accepting Everyday Stains - Disruptive innovation opportunity: Develop stain-removal products that embrace and promote the acceptance of everyday stains as a natural part of life.
2. Embracing Real-life Scenarios - Disruptive innovation opportunity: Create advertising campaigns that depict real-life scenarios with soiled scenes, challenging the traditional notion of cleanliness.
3. Promoting a Positive Perception of Dirt - Disruptive innovation opportunity: Design marketing strategies that shift the perception of dirt from something to be avoided to something that can be viewed positively.
Industry Implications
1. Cleaning Products - Disruptive innovation opportunity: Develop environmentally friendly cleaning products that effectively remove stains while promoting the acceptance of everyday dirt.
2. Advertising and Marketing - Disruptive innovation opportunity: Create disruptive ad campaigns that challenge the traditional concept of cleanliness and promote the acceptance of dirt in everyday scenarios.
3. Outdoor Recreation - Disruptive innovation opportunity: Develop outdoor products and experiences that embrace and celebrate the interaction with nature, including the acceptance of dirt and stains.