Matty J dances through the mess in new OMO ‘Dirt is Good’ campaign via Thinkerbell Australia
OMO via Thinkerbell is turning everyday chaos into something worth celebrating, with the latest evolution of its long-running ‘Dirt is Good’ platform, putting OMO Ultimate Capsules at the centre of modern family life.
Fronted by media personality and father-of-three Matty J, the new work leans into the beautiful mess of kids, pets, work and play, positioning OMO as the ultimate partner for keeping up when laundry never stops.
Between home renovations, his career as a personality and podcaster, and parenting three girls under ten, Matty knows a thing or two about mess.
The film balances chaos with calm by dramatising one stain-filled day in a vibrant family home, showing Matty finding his flow no matter what life throws at him. From flying sweet-potato puree to surprise mud stains, OMO Ultimate Capsules are positioned as the perfect laundry partner, powered by a convenient 3-in-1 formula.
Says Sarah Hollier, Senior Brand Manager, Unilever: “OMO has always encouraged Aussies to get dirty, but we know that for busy parents, laundry can sometimes feel overwhelming. With their no-mess, no-measure design, OMO Ultimate 3-in-1 Capsules remove some of the mental load. The combination of deep-cleaning enzymes to lift tough stains, alongside long-lasting fragrance and built-in fabric care, means parents can stress less knowing they’re getting a premium clean every time. As one of Australia’s favourite ‘do-it-all’ Dads, Matty was the perfect person to help us bring this to life.”
Anchored in Unilever’s social-first strategy with native content led by WPP Production, the work uses influencer-led amplification and the partnership with Matty J to continue to educate Aussies on the convenience of the 3-in-1 technology, proving that when life gives you laundry, you really can keep up.
Says Matty J: “For me, staying on top of the laundry is about more than just a clean shirt, it’s about Dads stepping up to share the mental load. When you’re both working and raising a family, sharing those everyday tasks is essential. That’s why I love how convenient OMO Ultimate Capsules are. The 3-in-1 formula makes it simple to tackle stains, meaning laundry is one less thing to worry about.”
Says Cat Williams, Head Creative Tinker, Thinkerbell: “We wanted to lean into the charming, and sometimes hectic, realities of parenting, whilst moving away from classic laundry tropes. Matty’s infectious personality, smooth moves and candid online commentary on modern Dad-hood make for a spot that’s highly relatable, and a whole lot of fun. Who knew laundry could look this good?”
The creative will roll out across TV, OOH, digital, social and retail in both Australian and New Zealand markets, with media planning by Mindshare. Matty J will also lead social and media amplification via his ‘Two Doting Dads’ podcast and personal channels.
Client: Unilever
Creative: Thinkerbell
Production and Social: WPP Production
Media: Mindshare
Post Production: ARC
Sound: Massive Music
Director: Rhett D’Arrietta
Photographer: Toby Burrows
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