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.
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.
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.
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.
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.
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.
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.
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.)
We were tasked with relaunching mypetstop, a chain of high-end pet boarding centres. To show that any furry or feathered guests would be left in the best possible hands, this first campaign featured the staff acting exactly like pets (within reason – no bum fun). It was all held together with a line which added an underlying reassurance: ‘Relax, we’re pet people.’
Agency: Gratterpalm (CreativeRace) Art direction: James Egan