Ad of the Day: Here's a Closer Look at Loctite's Weird, Wonderful Super Bowl Campaign
Are you ready to #WinAtGlue? Loctite and its agency, Fallon, are the New England Patriots of this year's Super Bowl advertising, scoring late in the game to seal victory. Their fourth-quarter play, "Positive Feelings," is part of the brand's "Win at Glue" campaign, which broke eight months ago. In this 30-second ad, average folks bust the moves, furiously shaking their red Loctitebranded fanny packs—reaching inside for tubes of the product to fix broken eyeglasses and a weirdly winking unicorn brooch—without missing a beat. (Some of the dancers also appear in fun quickie clips on the brand's YouTube channel.)
"If you have something that breaks, that feels like a fail, and then when you contemplate your ability to repair this beloved or useful thing, you don't feel great because you don't feel like you have the competence to repair the thing," Fallon creative chief Jeff Kling tells CoCreate. "We knew that if we could shift that and make people feel good, we'd get somewhere." The frenetic approach by directors Tim & Eric (aka, Tim Heideker and Eric Wareheim) lets the oddness explode with full dance-floor fury. Yet the humor doesn't feel forced, and the message is squarely on brand. After all, what average Jane or Joe wouldn't furiously boogie—badly but blissfully—after mending a prized possession? At the spot's close, when one nerdy couple claims "Loctite saved our marriage," it struck a chord with me. I've accidentally broken a few of my wife's things through the years—a vase, a Mikasa plate—and I can confirm that each chip and crack brings us closer to divorce court. Reactions to the Super Bowl salvo have been largely positive. It made Adweek's top five spots of the game, and VH1 even crowned it "the greatest" of 2015. Bravo, Loctite. The bonding has begun!
CREDITS Client: Loctite Agency: Fallon, Minneapolis Directors: Tim & Eric