Selleys launches new campaign for Liquid Nails
BWM has unveiled a new campaign for Selleys, promoting the brand’s new Liquid Nails Heavy Duty adhesive to the tradie market.
The campaign features a tradie who spruiks the product whilst dangling from a wheelbarrow stacked with wood all attached to the roof, positioning the product around the tag line ‘twice as strong in half as long’.
BWM account director Guy Lovell told Mumbrella: “Previously Selleys had done some some quite impressive demonstration advertising and we thought it was appropriate to do something similar for this but to do it in a way that wasn’t predictable.
“In terms of creative, one of the things we thought from the outset is because this product performs so well, let the product speak for itself.”
Credits:
Agency: BWM
- Planner Moensie Rossier
- Group Account Director: Richard O’Rourke
- Account Director: Guy Lovell
- Executive Creative Director: Rob Belgiovane
- Senior Art Director: Kevin MacNamara
- Senior Copywriter: Sean Lavery
- Head of Onscreen: Abby Hunt
- Senior Onscreen Producer: Liz Nunan
Client: Selleys
- Dean Grice – Marketing Director Selleys ANZ
- Ewan Sprong – Category Manager – Build & Construct, Paint Preparation, Pain Application
- Andy Boehm – Brand Manager – Build & Construct
Production Company: Finch
- Director: Alex Roberts
- Editor: Alex Roberts
- Post Production Company: Cutting Edge
- Design Production Company: Resolution Design
- Media Buyer Angela Raso
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Nice ad, says it all and anyone who has even used the old product will tell you that, good as it was, it needed upgrading.
A theatrical dilemma at the opening. Is he lifting the weight ? or is he letting himself extend from a suspended position?
He can do one or the other, but it is very difficult to sell both. In theatrical terms, we must lift and lie or we must extend and stick with the truth. Here, in spite of the grunt of effort, it looked as though he was extending from suspension.
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I’ll have whatever Richard is on.
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