Australians have trusted Selleys to make things stick for decades. Now the brand behind Liquid Nails and No More Gaps has launched Undo Glue, the commitment-free glue you can undo.

To tell the story of what that means (the freedom to try something new and the confidence to change it again), Howatson+Company have set a simple product demo to an upbeat track. The campaign film follows a home through the stages of life. A wall of sporting memorabilia makes way for a nursery. A cuckoo clock goes up, and understandably comes back down. Then there’s the everyday stuff – keys by the front door, mugs in the kitchen, a hanging basket that was commandeered by a house cat. The things that need to stay put, until they don’t.

The film shows that Undo Glue holds strongly and removes cleanly without damage on everything – tiles, glass, concrete, painted walls… without using a clunky voiceover. And seeing is believing, is it not?

Simon Friedlander, group creative director, Howatson+Company, stated, “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.”

Endi Asmira, global marketing director and CMO, Selleys, added, “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.”

The campaign is running across OOH, social, influencer, PR, in-store and radio, bringing to life the brand promise that Australians know – If it’s Selleys, it works.

Credits:
Client: Selleys
Global Marketing Director: 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

Creative Agency: Howatson+Company
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
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 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