How strong is Selleys Liquid Nails? You wouldn’t believe it unless you saw it, so Howatson+Company showed Australia, with a fiendish [read:brilliant] stunt. The agency stuck “objects of desire” – a kayak, an arcade machine, a cricket bat…a 2.8 metre mounted marlin – to a giant billboard and added a sign, “If you can take it, it’s yours.”

And Aussies lined up to try. Creators and personalities including former tradie, Tommy Armour (aka “Egg Man”); tradie, Matthew Richardson; and Havea Matangi joined members of the public in hanging, heaving, sweating and grunting to pry the items free. Despite their best efforts, nothing budged – hilariously and powerfully proving the brand truth – If it’s Selleys, it works.

Directed by James Dive, the stunt drew huge crowds and social attention, positioning Selleys Liquid Nails not just as an adhesive, but as a force of nature.

Erin Porter, head of integrated marketing at Selleys Group, stated, “Australians have trusted Selleys Liquid Nails for decades. If You Can Take It, It’s Yours turns that confidence into a spectacle everyone can see and touch, proving our glue’s strength far better than words ever could. We don’t just tell people it works, we let them see it for themselves.

Dan Smith, senior art director, Howatson+Company, added, “It’s easy to make claims, it’s harder to invite the entire country to prove you wrong. Gluing a kayak, an arcade machine and a marlin to a wall was about taking Selleys’ iconic If It’s Selleys It Works line and screaming it loud. No tricks, no special effects just brute Aussie effort against a canister of glue. And the glue won.”

The stunt is supported by social films, PR, and influencer content that showcase the sheer variety of increasingly creative attempts to “win” the glued‑down items, all amplifying one clear message, If it’s Selleys, it works. The campaign quickly gained traction online, with creator content sparking conversation and driving strong earned media cut‑through, including coverage on news.com.au. Read the full article can be found here.

Credits:

Client: Selleys
Marketing Director – Selleys: Endi Asmira 
Head of Portfolio, Brands & Advertising – SAF: Livia McKenzie
Head of Integrated Marketing – Selleys Group: Erin Porter
Head of Customer Experience & Integrated Marketing Campaigns: Kylie Grigg
Content Manager – Selleys: Andrew Burkett

Agency: Howatson+Company
Group Managing Director: Renée Hyde
Chief Creative Officer: Gavin Chimes
Creative Director: Simon Friedlander
Senior Art Director: Dan Smith
Senior Copywriter: Ernie Ciaschetti
Head of Production: Holly Alexander
Senior Producer: Caitlin Perz
Content Producer: Ella Ainslie-Bellak
Senior Business Director: Lisa Zimpel
Senior Business Manager: Eddie Moult