Not often do I see a commercial created with charm and good values as in the VIA commercial. Symbolically is the video saying that kids should not become robots (stuck to computers), they should be out and playing in the dirt. I guess that’s why its owner Unilever puts their slogan in a love, peace and happiness way:

feel good, look good and get more out of life
unilever.com

Did wrote about the “Dirt is good” campaign it in my ONE book:

A current ad campaign by a detergent company is also turning the problem of children, and grown-ups, sitting behind their computers and not getting outside enough into a branding opportunity. The campaign features black and white print ads and commercials featuring people involved in some free time activity in the mud – football, rugby, running. Each commercial finishes with very stylized slow motion ending with a freeze frame of a pile of laughing muddy people. The reasoning is that dirt is part of enjoying life. Dirt is good.