OMO highlights shared parenting in campaign

Unilever has extended its Dirt is Good platform with a campaign featuring media personality Matty J, focusing on the realities of modern parenting and household responsibilities. The work positions laundry as part of a shared domestic role while promoting OMO Ultimate Capsules.

The campaign centres on a film that follows a day in a busy family home, using humour and movement to depict the balance between chaos and routine. It forms part of a broader social-led strategy aimed at engaging parents across Australia and New Zealand.

Depicting everyday family life

The creative portrays Matty J navigating a series of messy moments, from food spills to mud stains, while maintaining a sense of control. The narrative links these scenarios to the brand’s message that dirt is a natural part of active family life.

OMO Ultimate Capsules are presented as a practical solution, with a 3-in-1 format designed to simplify laundry routines. The product’s convenience is positioned as a way to reduce the effort associated with household tasks.

Social-first approach drives reach

The campaign is anchored in a digital-first strategy, with production led by WPP Production. Influencer-led distribution and content amplification play a central role, extending reach through Matty J’s personal platforms and podcast.

This approach aligns with Unilever’s focus on using creators to connect with audiences in more authentic and relatable ways, particularly among younger families.

Creative direction moves beyond category norms

Developed by Thinkerbell, the campaign shifts away from traditional laundry advertising by focusing on real-life parenting dynamics. It highlights shared responsibility in the home, reflecting evolving attitudes toward domestic roles.

The work will run across television, out-of-home, digital, social and retail channels, supported by media planning from Mindshare.

Brand and agency perspectives

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."

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."

Cat Williams, Head Creative Tinker at 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 campaign reflects a broader shift in household product marketing, where brands increasingly address shared responsibilities and everyday family dynamics.

www.unilever.com

www.thinkerbell.com

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