Selleys Liquid Nails invites Aussies to test their strength with new campaign

Selleys Liquid Nails has launched a new campaign with Howatson+Company, that tells Australians if they can remove the items glued to a billboard, it’s their’s to keep.

The announcement:

Selleys Liquid Nails, already known as one of Australia’s toughest adhesives, has once again proven it, this time by inviting the public to put it to the ultimate test.

The brand’s new campaign, created with Howatson+Company, turned product testing into a public spectacle by gluing an eclectic mix of everyday (and not-so-everyday) objects including a kayak, an arcade machine, and a 2.8 metre mounted marlin to a giant outdoor billboard. The challenge was simple: “If you can take it, it’s yours.”

And Aussies lined up to try. Creators and personalities including former tradie Tommy Armour (aka “Egg Man”), tradie Matthew Richardson, and Havea Matangi joined members of the public in hanging, heaving, sweating and grunting to pry the items free. But despite their best efforts, nothing budged – hilariously and powerfully proving the brand truth: If it’s Selleys, it works.

Directed by James Dive, the stunt drew huge crowds and social attention, positioning Selleys Liquid Nails not just as an adhesive, but as a force of nature.

Erin Porter, head of integrated marketing at Selleys Group: “Australians have trusted Selleys Liquid Nails for decades. ‘If You Can Take It, It’s Yours’ turns that confidence into a spectacle everyone can see and touch, proving our glue’s strength far better than words ever could. We don’t just tell people it works, we let them see it for themselves.

Dan Smith, senior art director, Howatson+Company: “It’s easy to make claims, it’s harder to invite the entire country to prove you wrong. Gluing a kayak, an arcade machine and a marlin to a wall was about taking Selleys’ iconic ‘If It’s Selleys It Works’ line and screaming it loud. No tricks, no special effects just brute Aussie effort against a canister of glue. And the glue won.”

The stunt is supported by social films, PR, and influencer content that showcase the sheer variety of increasingly creative attempts to “win” the glued-down items, all amplifying one clear message: If it’s Selleys, it works. The campaign quickly gained traction online, with creator content sparking conversation and driving strong earned media cut-through, including coverage on news.com.au – full article can be found here – https://www.news.com.au/lifestyle/real-life/true-stories/aussie-tradie-gains-global-fame-after-pursuing-unique-passion/news-story/40d524935baf5799d3a1973b5e9bab80

CREDITS
Client: Selleys
Endi Asmira – Marketing Director – Selleys
Livia McKenzie – Head of Portfolio, Brands & Advertising – SAF
Erin Porter – Head of Integrated Marketing – Selleys Group
Kylie Grigg – Head of Customer Experience & Integrated Marketing Campaigns
Andrew Burkett – Content Manager – Selleys

Agency: Howatson+Company
Renée Hyde – Group Managing Director
Lisa Zimpel – Senior Business Director
Eddie Moult – Senior Business Manager
Gavin Chimes -Chief Creative Officer
Simon Friedlander – Creative Director
Dan Smith – Senior Art Director
Ernie Ciaschetti – Senior Copywriter
Holly Alexander – Head of Production
Caitlin Perz – Senior Producer
Ella Ainslie-Bellak – Content Producer
King Yong – Head of Post Production
Fraser Kelton – Senior Editor
Shane Vancuylenberg – Senior Lead Sound & Music
Ben Handberg – Head of PR
Michael Rossiter – PR Senior Account Director
Grace Powers – PR Senior Account Executive
Ellena Mills-Stainer – Chief Design Officer
Simon Merrifield – Studio Lead
Patrick Rivera – Finished Artist
Harry Chambers – Designer

Media Agency: IPG Mediabrands
Ali Coysh – National Head of Strategy
Mark Dawson – Group Business Director
Tase Jaycobs – Client Director
Michael Wood – Client Director
Alex Owsianka – Associate Activations Director

Production Company: Scoundrel
James Dive – Director
Aly Jolly and Charlie Taylor – Producer
Adrian Shapiro – Executive Producer
Alexandra Adoncello – DOP
Sydney Scenery – Construction
Andy Fernandez – Editor

Source: Howatson and Company