What an amazing way to advertise glue. “Glue fixes the things that make you happy”, these ads seem to say. Each of the ads shows the result of someone’s favourite childhood toy being brought back to life with Loctite.

I certainly could have used this when I was a kid. Many a toy (specifically Transformers) ended up in the rubbish bin after a particularly adventurous day in whichever world they lived.

That Megatron was a tough customer.

These ads give amazing warmth to a normally bland and faceless product. They make you feel like Loctite created this product to bring back that one thing which you loved and lost.

When I think glue, I normally think grade one, gluing cotton balls onto the outline of a sheep cut out of a piece of construction paper. Or perhaps the kid sitting behind you who ate it when he thought no one was looking (someone was ALWAYS looking).

Each one of these ads could be the finale scene to it’s own movie. The picture with the giant-nutcracker reminds me particularly of Wes Anderson films (the Life Aquatic, Rushmore, Darjeeling Ltd., Etc.). Something about the wall paper, and the symmetry of the two lights on either side of the hug. The scene is just too perfect, like a fairytale ending.

However, I think the prevailing emotion that I feel over this ad campaign is regret. Regret that I didn’t have a giant robot friend when I was a child. A robot friend that could teach me how to dance…the robot.

Advertised brand: Loctite Super Attak
Advert title(s): Plastic-Wood-Porcelain.
Advertising Agency (Name, City, Country): DDB Milan.
Creative Direc

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