All great print ads bring to life a product benefit in a smart way that ideally is quick to understand and memorable too. If it’s funny – then that’s a bonus. These ads for Loctite glue by Heimat Berlin pretty much nail all of the above criteria.
They’ve taken Loctite’s quick-drying benefit and shown people in situations where they’ve got some time (but not too much!) in which to allow the glue to dry. This campaign gets even better though, when you consider the art direction. Rather than just rely on photography, they’ve gone with a cute, painterly illustration style that allows the humour of the ideas to shine through.
Lovely art direction, lovely illustration and lovely ideas. It doesn’t get much better!