The South African Olympic champion has endured relentless scrutiny over her body, identity, and very right to compete, yet she remains, in every sense, unbeatable. And in this ad, you don’t just see that resilience you really feel it, thanks to Aadil Dhalech and Fam Films. It’s the kind of work that feels unmistakably like Aadil and Fam, something rooted in emotional truth, strong storytelling, crafted with care, and handled with integrity.

Aadil Dhalech says, “Caster was incredible to work with, honestly, easier to direct than many trained actors I’ve been on set with. She was completely open, willing to share her story, and committed to telling it honestly. That headline she breaks through in the ad, (‘Semenya Loses Case to Compete as a Woman’), is not just symbolic, it’s real. She was at a hearing in France about that very issue just two months ago. But despite everything, she showed up and gave everything; emotion, energy, truth.”

This ad really shows what’s possible when a director, agency, and brand work together with a shared vision of pushing an entire category of advertising forward in South Africa. Aadil says, “Client and agency came with us on this journey. From day one, we all understood this wasn’t about ticking the usual washing powder boxes. It was about telling Caster’s story in the most authentic and visually impactful way possible, where she could watch it back and feel like her truth had been honoured.”

Elizabeth Mokwena, Unilever’s Executive Marketing Director says, “The ‘Stay Unbeatable’ narrative is anchored by authenticity. OMO is all about staying unbeatable when it comes to stains, so we wanted to partner with someone who embodies that spirit of resilience in real life. No one represents that more authentically than Caster Semenya. I’m proud of the brand team, Dentsu Creative and Fam for telling this powerful story about OMO and Caster so delicately and honestly, without compromising the integrity of each one.”

While the visual effects are technically complex, they never distract, they serve the story. Don’t let this fool you though, it was a huge VFX undertaking. Every detail had to be planned to the T with Sinister Studios, from light emitted by the floating news clips and social media comments that reflect onto Caster’s face as she runs past them, to the mix of practical and VFX wall she breaks through, to the extensive crowd replacement. It was a huge undertaking, but Aadil is no stranger to post-heavy storytelling of course (remember his Flying Fish ad?). 

That same level of thought carries through to the sound design, with a bespoke score composed by Tigerfight that he brought into the pitch, tying everything together. About the track, Aadil says, “This song slaps so hard, and embodies Caster’s energy so perfectly, I still crank it up in my car for fun.”

Nkanyezi Masango, CCO Dentsu Creative, “OMO has always pushed boundaries in the washing powder category. But this time they’re being particularly brave. I tip my hat to the Unilever marketing team for their commitment to breaking barriers, while delivering on the brand’s objectives. It’s a fine balance and Aadil did a stellar job in helping us nail it.”

This is advertising that feels human. It challenges the conventions of the category and tells a story that matters. Well done to the team and Aadil for capturing Caster’s story with care and for helping her leave a part of that story in history, on her own terms.