# Dirty Secrets & Brutal Pickups: Two campaigns worth obsessing over with Lillie Brown (Ep119)

Page: https://stenobird.com/podcast/got-marketing-4488813/dirty-secrets-brutal-pickups-two-campaigns-worth-obsessing-over-with-lillie-brown-ep119
Text version: https://stenobird.com/podcast/got-marketing-4488813/dirty-secrets-brutal-pickups-two-campaigns-worth-obsessing-over-with-lillie-brown-ep119.md
Podcast: [Got Marketing?](https://stenobird.com/podcast/got-marketing-4488813)
Published: 2025-11-05T18:00:00+00:00
Episode link: https://www.campaigndelmar.com/podcasts/got-marketing/episodes/2149109084
Audio file: https://app.kajabi.com/podcasts/medias/2149109084.mp3
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Duration seconds: 1777

## Resource

Two recent campaigns that prove clever beats polished every time. This week on Got Marketing? , Mia is back with fan-favourite guest and CDM Community Manager, Lillie Brown , to unpack two standout campaigns. From a heritage gardening brand to a challenger pet food company, these campaigns couldn’t be more different but both deliver lessons in brand storytelling and cultural connection. First up, Seasol ’s “Dirty Old Secrets”, a witty, intergenerational campaign that turns a humble seaweed tonic into a cultural moment. With eccentric Aussie gardeners and cheeky storytelling, it proves even dirt can sparkle with the right creative lens. Then, Lyka ’s “The Brutal Pickup,” a hilarious Halloween-timed horror spoof about dog owners’ worst nightmare: the sloppy poo pickup. It’s bold, gross, and brilliantly clever, turning gut health into must-watch marketing. The episode also touches on ethical marketing and the subtle but important issue of the male gaze in advertising; how even great campaigns can unintentionally reinforce outdated narratives, and why it’s on us as marketers to do better.   What you’ll take away from in this episode: ✨ How Seasol’s Dirty Old Secrets built an enduring brand platform through humour and heritage ✨ The power of intergenerational storytelling in modern campaigns ✨ Why Lyka's disruptive “Brutal Pickup” works, and how timing amplified its success ✨ When (and how) to use grossness, taboo, or discomfort in marketing without crossing the line ✨ The ethical responsibility of marketers to challenge the male gaze and go deeper in creative critique ✨ Why challenger brands must be loud, and legacy brands must defend their market leadership ✨ What Airbnb got wrong (and how not to lose your brand edge to performance marketing) ✨ How brand campaig…

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