Selleys revitalises iconic tagline in first work from Howatson+Co
DIY brand Selleys has reclaimed its ‘If It’s Selleys It Works’ tagline in a new campaign targeting tradies, via Howatson+Company.
Marking the agency’s first piece of work for the brand since being named creative agency of record in August, the campaign aims to prove how good Selleys’ products are, but takes it beyond the world of DIY and into the realm of tradies.
The hero spot, directed by FINCH’s Michael Hili, features two tradies casually bantering during a high-pressure, high-altitude scenario.
Dan Smith, senior art director at Howatson+Co said while the iconic tagline has been around for decades, it’s been a dormant asset.
“To reclaim the brand’s iconic status, we needed to make it the headline – not the punctuation,” he said. “This campaign is a testament to the strength of Selleys as a brand, and we look forward to building on this momentum and continuing our work with the Selleys team to win over tradies’ trust across Australia.”
Livia McKenzie, head of portfolio, brands and advertising, for Selleys, added: “Our aim is to super-charge our next stage of growth and get more tradies exploring the depth of the Selleys portfolio.
“To elevate Selleys’ place on the job site, we had to take it out of the world of DIY jobs at home and show it could handle the necessary level of gutsiness trade professionals need.”
Leaning into tradies’ motive of avoiding the dreaded call-back to fix a job, the assets show that Selleys can handle the “toughest, gutsiest” jobs – the kinds of jobs you’d only want to do once.
The agency said the audience won’t find any tradie tropes or slapstick humour, because every element of the campaign feels professional, careful, and considered, “just like how tradies would use Selleys”.
Ernie Ciaschetti, senior copywriter at Howatson+Co concluded: “As an ex-tradie, it was an absolute honour to tackle this challenge for such an iconic Aussie brand. I hope my old mates in fluro see a bit of themselves in the work and start reaching for Selleys as a result – otherwise, I might be back on-site with them.”
The campaign is live across broadcast, digital, and OOH channels.
Credits:
General Manager: Jemma Carison
Global Marketing Director: Endi Asmira
Head of Portfolio, Brands & Advertising: Livia McKenzie
Group Marketing Capability Manager: Erin Porter
Agency: Howatson+Company
CEO: Chris Howatson
Group Managing Director: Renee Hyde
Chief Creative Officer: Gavin Chimes
Chief Strategy Officer: Dom Hickey
Creative Directors: Simon Friedlander, Scott Zuliani
Head of Craft: Ellena Mills
Senior Art Director: Dan Smith
Senior Copywriter: Ernie Ciaschetti
Design Director: Trent Michael
Client Partner: Sophie Sykes
Senior Business Director: Lisa Zimpel
Senior Business Manager: Eddie Moult
Planning Director: Georgia Pritchard
Studio Lead: Simon Merrifield
Senior Producer: Caitlin Perz
Media Company: IPG Mediabrands
Group Business Director: Charlotte Wills
Head of Strategy: Ali Coysh
Communications Design Manager: Ben Breden
Group Investment Director: Tahnee Fleming
Client & Investment Director: Eliza O’Connor
Production Company: FINCH
Director: Michael Hili
Producer: Amy Dymond
Executive Producer: Loren Bradley
DOP: Gregoire Liere
Production Designer: Ella Butler
Casting: Byrne Casting
Editor: Andrew Holmes
Post Production: Heckler
Colourist: Matt Fezz
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
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Dan Smith
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DuluzGroup
Ernie Ciaschetti
Howatson+Co
Howatson+Company
Livia McKenzine
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