# Cleaning Agent Messvertising The 'OMO Detergent' Ads Clean Up By Amelia Roblin | Published 2010-09-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/omo-detergent References: [adsoftheworld](http://adsoftheworld.com/media/print/omo_detergent_mud) & [neogamabbh.br](http://neogamabbh.com.br/#/pt/news/story/351/) "Dirt is good," according to 'OMO Detergent' and the Neogama BBH ad agency that launched this campaign. By smearing each poster with known color-staining culprits like mud, clay and paint, a very simple message is conveyed when white figures appear clearly amidst the mess. The 'OMO Detergent' campaign encourages sport, art and any other fun activity, despite the consequent soiling of garments. This brand communicates an unblemished confidence that it can tackle any stain. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 25% | Activity: 30% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Messvertising Trend:** Ad campaigns that use mess as a creative tool to convey simple messages. - **Brands as Confidence Boosters Trend:** Brands that market their products as a solution to boost consumer confidence. - **Promoting Fun Activities Trend:** Brands that promote fun activities while acknowledging the potential for garment soiling. ### Where This Applies - **Detergent Industry:** The detergent industry has an opportunity to use innovative marketing campaigns that use mess as a creative tool. - **Fashion Industry:** The fashion industry has an opportunity to work with detergent brands that promote unblemished confidence to boost consumer confidence in their garments' durability. - **Art and Sports Industries:** The art and sports industries have an opportunity to collaborate with brands that use messvertising to promote their activities and products. ## Related on Trend Hunter - [Family-Focused Cleaning Campaigns](https://www.trendhunter.com/trends/little-messes.md) - [Social Home Cleaning Campaigns](https://www.trendhunter.com/trends/clr-brands-so-clean-so-hot.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Cheeky Adult Wipe Campaigns](https://www.trendhunter.com/trends/goodwipes-launched.md) - [Pristine Fast Food Campaigns](https://www.trendhunter.com/trends/all-flavour-no-mess.md) - [Comedic Laundry Campaigns](https://www.trendhunter.com/trends/youre-gonna-need-more-tide.md) - [Pollution-Removing Murals](https://www.trendhunter.com/trends/this-campaign-sucks.md) - [Short-Form Soap Operas](https://www.trendhunter.com/trends/cleantok.md) - [New Years Specific Campaigns](https://www.trendhunter.com/trends/unready-for-anything.md)