Selleys Super Glue: It Could So Be True

"For too long, super glue has had a rough, unattractive and unimaginative image," says Leo Burnett/Singapore AD Andrew Grant. "Oddly enough, the product itself is full of creative potential. Our aim for this campaign is to

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"For too long, super glue has had a rough, unattractive and unimaginative image," says Leo Burnett/Singapore AD Andrew Grant. "Oddly enough, the product itself is full of creative potential. Our aim for this campaign is to take the brand and the category into a much more creative space, separating Selleys from every other super glue on the market." Posters seen at Singapore art schools, and print ads in student weeklies are illustrated by Dhanank Pambayun (TragikLabs.com), an Indonesian graphic artist who, not surprisingly, claims Tim Burton and "psychedelic style" as major influences. As for the oddball themes of the campaign, "The Singapore market is an extremely sophisticated one, and there's also a strong trend toward Westernization," explains Grant, who believes "the type of humor presented in the ads is spot-on for this particular market." But why the hippie bashing? "It's not so much a hatred of hippies that the ad portrays as a curious fascination with their lifestyle and behavior," he insists. Presumably, the same could be said of "psychotic ex-girlfriends" (see the PDF).
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About

Credits
Date
Oct 17, 2006
Creative Director:
Steve Straw
Art Director:
Andrew Grant
Copywriter:
Asheen Naidu
Illustrator:
Dhanank Pambayun
Client:
Selleys Super Glue
Agency:
Leo Burnett Singapore
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