Australians have trusted Selleys to make things stick for decades. Now the brand behind Liquid Nails and No More Gaps has launched Undo Glue, the commitment-free glue you can undo, via Howatson+Company.
The campaign is all about the freedom to try something new, and the confidence to change it again.
Set to an upbeat track, the film follows a home through the stages of life.
A wall of sporting memorabilia makes way for a nursery. A cuckoo clock goes up, and understandably comes back down. Then there’s the everyday stuff: keys by the front door, mugs in the kitchen, a hanging basket that was commandeered by a house cat. The things that need to stay put, until they don’t.
The film ends on a hand twisting a hook off the wall: “Stop. Twist. Undo. Now you get it.” Undo Glue delivers a strong hold and removes cleanly without damage, so people can hang, mount, decorate and redecorate without the commitment of permanent fixing. It works on everything from tiles and glass to concrete and painted walls.
“Homes change as life changes, and sometimes you just change your mind. That’s ok. With Selleys Undo Glue, you can decorate and redecorate your space as often as you like without the worry of damaging your walls,” said Selleys CMO and global marketing director Endi Asmira.
Howatson+Company group creative director Simon Friedlander added: “Selleys has spent decades being the glue Australians trust to make things stick. Undo Glue takes that same trust and applies it to the bit nobody talks about: taking things down.
“Most people have a removable hook story that didn’t end well, so we knew the product had to do the talking. Glue, undo, over and over, until you believe it. And until the song is stuck in your head. Sorry in advance.”
The campaign is running across OOH, social, influencer, PR, in-store and radio.
Credits
Selleys
Global Marketing Director: Endi Asmira
Head of Marketing and GTM transformation: Livia McKenzie
Senior Brand and Portfolio Manager: Oscar Esposito
Head of Insights: Sophia Stephens
Content Manager: Andrew Burkett
Howatson+Company
Group Managing Director: Renée Hyde
Chief Client Officer: Katherine Chen
Senior Business Director: Sophie Grierson
Senior Business Director: Lauren Ogilvie
Business Director: Eddie Moult
Chief Creative Officer: Gavin Chimes
Group Creative Director: Simon Friedlander
Creative Director: Ernie Ciaschetti
Creative Director: Dan Smith
Head of Design: Trent Michael
Design Director: Katherine Johnson
Studio Lead: Simon Merrifield
Finished Artist: Patrick Rivera
Chief Production Officer: Holly Alexander
Senior Producer: Jess Walley
Head of Post Production: King Yong
Senior Editor: Mark Broome
Editor/Colourist: Justin O’Donnell
Head of Music & Sound: Shane Vancuylenberg
Sound Designer and Composer: Robbie Balatincz
Vocalist: Simon Friedlander
Production Company: Pool Collective
Photographer: Ingvar Kenne
Executive Producer: Cait Perz
Media agency: Team Inspire, Omnicom
