# Messy Storybook Ads OMO's Fairy Tale Campaign Ads Shows That Getting Dirty Helps Happy Endings By Laura McQuarrie | Published 2014-06-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fairy-tale-campaign References: [adeevee](http://www.adeevee.com/2014/06/omo-frog-prince-alice-in-wonderland-hansel-and-gretel-print/) & [omo.au](http://www.omo.com.au/) These [fairy tale campaign ads](https://www.trendhunter.com/trends/gift-happily-ever-after) for OMO show that classic stories like Hansel and Gretel, The Princess and the Frog and Alice in Wonderland all have one thing in common besides having happy endings—they all involved [getting a little dirty](https://www.trendhunter.com/trends/petit-filous-mischief-makes-us). Each of the ads depicts a scene from the iconic stories, where dirt is in abundance as Alice gets ready to take a fall down the rabbit hole, Gretel pigs out on candy and a princess goes to kiss her frog prince in the middle of a swamp. From the perspective of OMO, if these storybook characters had stayed totally clean, these stories would not have been told in the way that we know them today. The 'Dirt Makes Good Stories' ads were created for OMO's [laundry products](https://www.trendhunter.com/trends/so-clean-you-can-kiss-it) by the Loew agency in Istanbul. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 69% | Activity: 33% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Storybook Advertising:** Opportunity to create engaging and memorable ads by incorporating classic fairy tales. - **Dirty Marketing:** Opportunity to break the mold and challenge the norm of advertising cleanliness. - **Narrative-driven Marketing:** Opportunity to tell a compelling story through advertising to leave a lasting impression. ### Where This Applies - **Laundry and Cleaning Products:** Opportunity to market cleaning products by showing the positive aspects of getting dirty. - **Advertising and Marketing:** Opportunity to break the mold and challenge traditional advertising methods with narrative-driven storytelling. - **Entertainment:** Opportunity to collaborate with brands to integrate product placement and additional story arcs that engage audiences. ## Related on Trend Hunter - [Family-Focused Cleaning Campaigns](https://www.trendhunter.com/trends/little-messes.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Whimsical Garden Product Campaigns](https://www.trendhunter.com/trends/where-the-good-things-gro.md) - [Short-Form Soap Operas](https://www.trendhunter.com/trends/cleantok.md) - [Social Home Cleaning Campaigns](https://www.trendhunter.com/trends/clr-brands-so-clean-so-hot.md) - [Grandmotherly Laundry Campaigns](https://www.trendhunter.com/trends/abuela-tag-reader.md) - [New Years Specific Campaigns](https://www.trendhunter.com/trends/unready-for-anything.md) - [Comedic Laundry Campaigns](https://www.trendhunter.com/trends/youre-gonna-need-more-tide.md) - [Storybook-Inspired Fragrances](https://www.trendhunter.com/trends/mischief-academy.md)