Here's a fun incarnation of Unilever's successful and long-running 'Dirt is good' platform.
The video, seeded by Facebook and Unruly, kicks off a campaign that will run throughout the year. It's supported by a website and partnerships with women’s lifestyle website Mamamia, and Dr Suzy Green from the Positivity Institute, plus a PR campaign.
Ad Nut is all for getting dirty, and agrees that offspring are happier when they're given freedom to not worry about keeping their clothes clean. At the same time, part of Ad Nut longed for the video above to morph into an old-fashioned product demo at the end, because Ad Nut can't really believe those uniforms will ever be as good as new—no matter what detergent is used. 'Dirt is good' is all well and good if the stains will actually come out; not so much if the parents have to spend their hard-earned peanuts on new kit for every match.
By extension, Ad Nut wonders whether 'Dirt is good' can continue to work if it's not supported by at least an occasional demonstration of product benefits.
Creative Agency: J. Walter Thompson Sydney
Production Company: Syndicate Films
Post Production (grade and online): White Chocolate
Sound Studio: Smith and Western
PR Agency: Zing
Media Agency: PHD
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