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Loctite Super Attak
Yesterday my earring broke. I was in the middle of my daily comings and goings and it wasn’t the most convenient time to fix it. However the mission to repair it was fixed in my mind and I couldn’t get it out. I knew even my ungraceful hands could turn it fierce, as all I required was a spot of super glue.
The search for workplace superglue failed me. I didn’t want to personally buy it as I had some back home (and who needs two tubes of superglue?) However my fascination with being Mr/s Fix It propelled me to purchase. Accordingly I sat curled up at my desk like the old pawn shop guy.
The moral of that story was not to declare that I independently amended this earring with superb skill and a brilliant finish. Rather it was to highlight that the purchasing process of this superglue was not glamorous, vitalizing or inspiring.
However i believe that this campaign from DDB Milan has introduced me to new feelings for glue. While I would usually purchase out of necessity, I would consider buying my third tub. My other glues made me proud, but none made me giddy like this.
DDB have beautifully captured the product benefits. I love the photography and art direction. They have very subtlety glued together three monumental and widely beloved objects- the wooden Nutcracker soldier, the great grandmother’s porcelain doll and the children’s plastic light-up toy.
This insight goes well beyond the common glue advertising narratives- football hits object, object breaks, child glues object, mum doesn’t notice, all smile in perpetual bliss. This campaign rather draws the viewer right into the home. Even the copy invites you to a hug or dance. The lonely mamma’s boy appears to be getting lucky with both.
Advertising Agency: DDB Milan, Italy
Executive Creative Director: Vicky Gitto
Art Director: Ricard Valero
Copywriter: Alessandro Mian
Photographer: Andrea Melcangi
Postproduction/CGI: The Scope, Hamburg
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