OMO has revealed its latest campaign to spotlight its latest innovation, a detergent launched for short cycle programmes on washing machines, which intends to cut the laundry chore from 60 minutes to 15 minutes depending on the machines’ quick wash cycle.
The Wonder wash campaign celebrates the charm of everyday Saudi life. From busy mornings to crazy afternoons, it captures how families, friends and even grandmothers are discovering that ultimate laundry hack.
Before OMO WonderWash, the idea of doing laundry in fifteen minutes was something most people wouldn’t believe. It sounded impossible, the kind of claim a grandmother would shake her head at while soaking clothes in the sun back in the day.
But this campaign turns that doubt into reality, showing how OMO WonderWash makes it possible and gives you more time in the day to spend it your way, but most importantly without compromising on the results of the wash.
The campaign for OMO Arabia, a Unilever Middle East brand, was brought to life by Team Reactivate under the direction of Ahsan Ali.
Commenting on the campaign, Sarah Bakr, Assistant Brand Manager, OMO Arabia, said, “ Each story feels personal and true, reflecting the variety of personalities that fill Saudi homes, with the real struggles and pain points they face when it comes to laundry. Of course adding a bit of Saudi humour to the mix to make it all worthwhile.”
“We wanted to move away from showing laundry as a chore,” said Saria Qureshi, Creative Director, Team Reactivate Middle East. “It’s no longer about waiting hours for clothes to clean. It’s about reclaiming that time and making it part of everyday life.”
What makes the campaign stand out is how it turns a simple product benefit into human truth. OMO WonderWash becomes part of familiar Saudi moments, capturing the humour and pace of daily life in an honest and relatable way.
Creative Strategist Rania Algethami noted that the campaign reflects a simple truth: “People don’t want shortcuts; they want solutions that respect their time and fit naturally into how they live.”
Building on that idea, the film positions OMO WonderWash as the practical answer to that modern need. It shows how people can save time without compromising on results. The fifteen-minute cycle delivers the same freshness and care that OMO has always stood for, perfectly suited to everyday Saudi life.
The sound design adds to that sense of familiarity. You can almost hear the hum of city mornings, the soft rhythm of a washing machine turning, and the laughter that fills a house when everything finally gets done. Every element builds a portrait of Saudi life that feels alive and true to its people.
From gossip with grandmothers to convincing her that OMO Wonderwash works in 15 minutes, the campaign captures the real character of Saudi life: fast, funny, and full of life.
For OMO Arabia, WonderWash is more than a quick cycle. It reflects a brand adapting to consumer needs while remaining true, relatable, and unmistakably local.
CREDITS:
Client : OMO Arabia – Unilever Middle East
Creative Agency : Team Reactivate Middle East
Home Care Director : Sarah Qazi
Marketing Manager : Aisha Kadil
Assistant Brand Manager: Sarah Bakr
Brand Team : Reema Bin Masaed
Creative Director: Saria Iqbal Qureshi
Executive Producer: Muhammad Ahmedullah Jung & Sidra Ahmed
Director: Ahsan Ali
