Loctite and its agency, Fallon, are the New England Patriots of this year's Super Bowl advertising, scoring late in the game to seal victory.
Their fourth-quarter play, "Positive Feelings," is part of the brand's "Win at Glue" campaign, which broke eight months ago. In this 30-second ad, average folks bust the moves, furiously shaking their red Loctite-branded fanny packs—reaching inside for tubes of the product to fix broken eyeglasses and a weirdly winking unicorn brooch—without missing a beat. (Some of the dancers also appear in quickie fun clips on the brand's YouTube channel.)
"If you have something that breaks, that feels like a fail, and then when you contemplate your ability to repair this beloved or useful thing, you don't feel great because you don't feel like you have the competence to repair the thing," Fallon creative chief Jeff Kling tells CoCreate. "We knew that if we could shift that and make people feel good, we'd get somewhere."
The frenetic approach by directors Tim & Eric (aka, Tim Heideker and Eric Wareheim) lets the oddness explode with full dance-floor fury. Yet the humor doesn't feel forced, and the message is squarely on brand. After all, what average Jane or Joe wouldn't furiously boogie—badly but blissfully—after mending a prized possession?
At the spot's close, when one nerdy couple claims "Loctite saved our marriage," it struck a chord with me. I've accidentally broken a few of my wife's things through the years—a vase, a Mikasa plate—and I can confirm that each chip and crack brings us closer to divorce court.
Bravo, Loctite. The bonding has begun!
Agency: Fallon Worldwide
Chief Creative Officer: Jeff Kling
Creative Director: Jason Bottenus
Art Director: Jonathan Moehnke
Copywriter: Bo MacDonald
Director of Production: Andrew Koningen
Account Director: Adam Craw
Director of Account Management: Chris Lawrence
Planning Director: Julianna Simon
Production Company: Prettybird
Directors: Tim & Eric
Director of Photography: Andrew Wheeler
Production Designer: Melanie Mandle
Executive Producer: Ali Brown
Head of Production: Tracy Hauser
Line Producer: Hillary Calhoun
Editor: Kyle Brown
Executive Producer: Crissy DeSimone
Senior Producer: Kendra Desai
VFX / Color / Finishing: The Mill LA
Senior Executive Producer: Sue Troyan
Executive Producer: Jo Arghiris
Executive Telecine Producer: Thatcher Peterson
Producer: Kiana Bicoy
Telecine Producers: Natalie Westerfield and Antonio Hardy
Production Coordinator: Jillian Lynes
Telecine Production Coordinator: Diane Valera
Colorist: Adam Scott
Lead 2D Artist: Scott Johnson
2D Artists: Adam Lambert, Steve Cokonis, Jale Parsons
Composer (TV): Jimmy Harned
Composers (online): Jimmy Harned + Sam Skarstad
Executive Producer: Liz Higgins