Loctite scores with Super Bowl ad

A Super Bowl commercial from Henkel’s Loctite brand won praise for its arresting humor and innovative approach to adhesive marketing.

Early in the fourth quarter of the biggest game of the year, the commercial hit the airwaves. It featured a collection of fanny-pack wearing glue fanatics gyrating to music. They also fixed common and unusual objects with Super Glue.

The commercial earned praise from Adweek.

“We are very proud to be recognized for our bravery to pitch ourselves in with the big names of the marketing world,” said Susanne Cornelius, corporate Vice President for the Consumers & Craftsmen business at Henkel Adhesive Technologies. “The awareness we created for Loctite since we announced our participation in the Big Game is huge. We wanted people to talk about Loctite – and now they are. This will tremendously help achieve our mid-term goal, which is to significantly raise Loctite´s brand awareness in North America.”

The 30-second commercial built on the success of the current “Win At Glue” campaign launched in 2014.