A new TV ad for Gorilla Glue. An old-school ‘dad & son’ activity: building, or should that be fixing, a wooden (and mixed materials) go-kart. Due to filming constraints, this ad for UK telly had to be shot in the U.S. If only the scriptwriter got to go on every shoot…
The Gorilla Glue Company is always developing new products. Their R&D knows no bounds. So in 2018 they launched new Gorilla Glue Clear – the crystal clear and non-foaming alternative to their traditional Gorilla Glue. These 20″ and 10″ cut-down TV ads featured a nice, new POV shot – and some very heavy slapstick.
Gorilla’s relentless marketing drive saw them push another product from their growing range – Gorilla Sealant – with a national TV ad. (No complaints here.) I think the casting worked well here. See what you think.
Always looking to expand their territory in the kingdom of DIY, Gorilla wanted to push their duct 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.
Here I got to write a bunch of 10″ ads for Gorilla from scratch. These were enjoyable, not only because I was able to offer a few visual suggestions, 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 memorable voice overs.
In 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 – Heavy Duty Grab Adhesive and Super Glue Brush & Nozzle.
The publication: DIY Week – the magazine for people in the hardware and homeware market. The challenge: fill a four-page wrap with all things Gorilla (and sister brand, O’Keeffe’s). Here’s how I did it – leading with the handy fact that 2016 was the Chinese Year of the Monkey.
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.)