Selleys launches Undo Glue via Howatson+Company

Selleys has launched Undo Glue, a glue that removes cleanly without damage, with a campaign from Howatson+Company.

The film follows a home through different stages of life. A wall of sporting memorabilia is replaced by a nursery, a cuckoo clock goes up and comes back down, and a house cat takes over a hanging basket. It ends with a hand twisting a hook off the wall and the line: “Stop. Twist. Undo. Now you get it.”

Selleys, the brand behind Liquid Nails and No More Gaps, says Undo Glue holds strongly but can be removed without damage, so people can hang, mount and redecorate without permanent fixing. It works on surfaces including tiles, glass, concrete and painted walls.

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Endi Asmira, Global Marketing Director and CMO of Selleys, said: “Homes change as life changes, and sometimes you just change your mind. That’s ok. With Selleys Undo Glue, you can decorate and redecorate your space as often as you like without the worry of damaging your walls.”

Simon Friedlander, Group Creative Director, Howatson+Company, added: “Selleys has spent decades being the glue Australians trust to make things stick. Undo Glue takes that same trust and applies it to the bit nobody talks about: taking things down.

“Most people have a removable hook story that didn’t end well, so we knew the product had to do the talking. Glue, undo, over and over, until you believe it. And until the song is stuck in your head. Sorry in advance.”

The campaign runs across OOH, social, influencer, PR, in-store and radio. It draws on the brand’s long-running promise: if it’s Selleys, it works.

Credits:

Selleys
Global Marketing Director and CMO: Endi Asmira
Head of Marketing and GTM transformation: Livia McKenzie
Senior Brand and Portfolio Manager: Oscar Esposito
Head of Insights: Sophia Stephens
Content Manager: Andrew Burkett

Howatson+Company
Group Managing Director: Renée Hyde
Chief Client Officer: Katherine Chen
Senior Business Director: Sophie Grierson
Senior Business Director: Lauren Ogilvie
Business Director: Eddie Moult
Chief Creative Officer: Gavin Chimes
Group Creative Director: Simon Friedlander
Creative Director: Ernie Ciaschetti
Creative Director: Dan Smith
Head of Design: Trent Michael
Design Director: Katherine Johnson
Studio Lead: Simon Merrifield
Finished Artist: Patrick Rivera
Chief Production Officer: Holly Alexander
Senior Producer: Jess Walley
Head of Post Production: King Yong
Senior Editor: Mark Broome
Editor/Colourist: Justin O’Donnell
Head of Music & Sound: Shane Vancuylenberg
Sound Designer and Composer: Robbie Balatincz
Vocalist: Simon Friedlander
Production Company: Pool Collective
Photographer: Ingvar Kenne
Executive Producer: Cait Perz
Media agency: Team Inspire, Omnicom