Gorilla Tape – 2017 TV ad – 20″

Always looking to expand their territory in the kingdom of DIY, Gorilla wanted to push their Gorilla Tape with a TV ad for the UK. This one required minimal rewriting – the visual humour does much of the work – but it was still nice to lend my creative input.

Agency: Veracity Marketing

Gorilla Glue – 2016 TV ads – 10″

As well as editing and rewriting two 30″ US ads into 20″ versions for our screens, I also got to write a bunch of 10″ ads from scratch. These were enjoyable, not only because I was able to offer a few visual suggestions this time, but also because of the extreme time constraints. The challenge of getting the main product benefits across in just a handful of seconds was fun to meet. I went down the route of snappy, rhythmical and hopefully memorable voice overs.

Agency: Veracity Marketing

Gorilla Glue – 2016 radio ads – talkSPORT

In March 2016 I helped Gorilla reinforce their position with two radio ads on talkSPORT. Running for a month, these ads continued with the theme of gently mocking “our American cousins.” This time by featuring a ‘soccer’ commentator getting his terminology hopelessly wrong.

Agency: Veracity Marketing

1. “Deathstrike”

2. “Ejection”


Gorilla Glue – 2016 TV ads – 20″

Gorilla really started flexing its muscles in 2016 with a £4M marketing spend. A big chunk of which went on TV airtime on the likes of ITV, Channel 5, Sky Sports and Dave. So, my task, once again, was to edit and repurpose the existing US ad footage into 20″ ads and write suitable voice overs. Two main products were pushed this year – Super Glue Brush & Nozzle and Heavy Duty Grab Adhesive.

Agency: Veracity Marketing

Gorilla Glue – digital billboard

When a cheeky media space became available on the M6, one of the busiest motorways in England, Gorilla decided they wanted to take advantage. The solution? A bright orange, attention-grabbing, location-specific ad which got the product’s main benefit across faster than a speeding commuter.

Agency: Veracity Marketing

Gorilla Glue – DIY Week magazine wrap

The publication: DIY Week – the magazine for people in the DIY, hardware and homeware market. The challenge: fill a four-page wrap with all things Gorilla (and sister brand, O’Keeffe’s Working Hands hand cream). Here’s how we did it – leading with the fact that 2016 was the Chinese Year of the Monkey.

Agency: Veracity Marketing

Gorilla Glue – 2016 Christmas card

With each year these get a bit tougher to crack. For 2016 I came up with the idea of using an S-fold format with a typographical reveal which illustrates one of the product range’s main properties – that it sticks things firmly in place.

Agency: Veracity Marketing

Front (closed)
Front (pulled open)










Gorilla Glue – 2015 Christmas card

With a concept based around the products’ incredible longevity, plus a line that borrows from a previous well-known festive campaign, here’s the official Gorilla Glue Christmas card for 2015.

Agency: Veracity Marketing
Design/Art direction: Sam Richardson

Gorilla Glue – 2013 national TV, press & trade

Already the best-selling glue in America, Gorilla Glue was looking to get its big, hairy foot in the door of the UK market. My task was to take selected parts of the existing US TV ad and give the scripts a British twist. In other words, rewrite them to resonate with White Van Man. There was also a tabloid press ad and all kinds of trade material. (More details here.)

Agency: Veracity Marketing

TV ads: