“The ad shows how, with OMO Auto, a quick wash is enough for tough stain removal," says Henry Muchauraya, marketing manager at Unilever. "We believe dirt is good. OMO allows people to spend less time washing and more time living."

The TVC shows a boy playing around the house – drawing, squeezing ketchup, and digging up plants in preparation for his parent’s anniversary. His dad catches sight of him playing in the dirt, just as he receives a text from mom saying she’ll be back from work in 20 minutes. Dad has enough time to get the clothes in the washing machine and still prepare an anniversary surprise.

Muchauraya says that Unilever research has revealed that men were already sharing laundry duties and have no problem doing so. Thanks to this insight, it made sense to OMO Auto and Unilever to run a TVC that shows men handling the laundry for the family, reflecting changes already happening in society.

OMO Auto – Just A Quick Wash


In-house research by Unilever reveals that more men are doing the laundry every week. OMO is one of the first brands to leverage this key learning in its advertising, bringing men to the centre of laundry activities, and subverting the standard of the 'moms taking care of family chores' narrative.

Social media reception of the TVC and the '#JustAQuickWash' campaign it is part of have shown that the message resonates just as much with women as it does with men.

"The response we are getting tells us that South African women are comfortable seeing men in roles different to the historical norms," adds Muchauraya. "In our ad, the black man is a present, engaged father figure ready to step in and handle a quick load of laundry with OMO Auto."

"I think we’ve been able to add something to this conversation, which is why the campaign has grabbed people’s attention," says Muchauraya. "We’ve also been able to help combat media stereotypes about gender roles and to tell a more progressive family story."

Muchauraya says the campaign was in line with Unilever’s global aim to change the portrayal of gender in advertising and to shifting perceptions away from stereotypical roles.

The '#JustAQuickWash' campaign includes a social media rollout and a competition that invites customers to post a video showing outdoor activities they can share with their family now that OMO Auto lets them spend less time on washing.

"We’re proud to run a campaign that has such clear brand communication, but also has a progressive message as well," concludes Muchauraya.

For more information, visit www.ogilvy.co.za. Alternatively, connect with them on Facebook or on Twitter.