Trone's Kids Are Dirty

“Kid logic” is the theme of Trone Advertising’s kick-off campaign for Healthtex’s Kidproof apparel.

Steve Dunkley, executive creative director at the Greensboro, N.C., shop, said his upcoming work for the shrink- and stain-resistant clothing centers around a simple truth: “Kids are not as concerned about clothes as their parents.”

That insight is built into print and television ads depicting kindergarten-aged children doing what they do best: slathering themselves with mud, chocolate syrup and jelly.

Each print execution tacks a different punch line onto the “Kid logic” theme, including “I’ll tuck the dirty part in,” “I don’t need a napkin, I have sleeves” and “Why go around it when you can go through it?”

The TV spot shows a group of well-scrubbed children drawn together by the hypnotic power of a leaking garden hose.