Omo - first this then this (2024 and 2026 respectively). Two very solid campaigns that made total creative sense but also - held their own with a campaign execution (meaning three or more derivatives of the same concept). Which brings us to the ads above, the new Omo campaign. The idea is simple, you are ready to go to your meeting, your party, your gym session but your clothes aren't. 15 mins and off you go. Now here's the rub the models feel too AI (yes, I know, everyone is cutting budgets and all). Then there's the heart-motif underwear. To their credit when they said pants/top/socks, they took off the pants and the socks but not the top - after all we are in a conservative society. I am not against the campaign but I surely did not fall in love with it like I did with the previous ones, specifically the 2024 one which was so relatable and believable.