303 MullenLowe and OMO Inspire a Comeback to Sport

18 January 2025

Companies

303 MullenLowe and OMO’s latest campaign encourages Australians and New Zealanders to return to sport and embrace the messiness that comes with it. Building on the long-standing “Dirt is Good” positioning, the campaign highlights the joy and fun of getting back on the pitch after a break, highlighting how dirt and sport can be a restorative experience. With the tagline “Comeback again. And again,” the campaign encourages people of all ages to rediscover the freedom and excitement of sport, no matter how long it’s been since their last game.

Directed by Dave Wood from GoodOil, the campaign follows the story of a middle-aged man returning to the field, demonstrating how OMO Ultimate can wash away the dirt and restore the spirit of play.

“This is the next chapter in the highly effective and longstanding ‘Dirt Is Good’ brand idea. Having given kids’ permission to get dirty for years, OMO is now inspiring grown-ups to get back to the pitch,” noted 303 MullenLowe Sydney Chief Strategy Officer Jody Elston.

Running across TV and OOH in both Australia and New Zealand, the campaign also includes in-store promotions, with a special OMO offer to cover sport registration fees in 2025 for those planning their own sporting comeback.