Loctite’s clever new print ad touts their superglue as the solution to life’s broken bonds – even royal family feuds. The ad features the bold tagline “Fixes Everything” over a torn photograph of the British royal family.
But there’s a cheeky twist – the missing torn piece just happens to contain Prince Harry and wife Meghan Markle.
The ad is a humorous reference to Harry and Meghan’s seismic split from the royal family in January 2020. By staging the photo with the separated couple missing, Loctite cheekily implies their super glue can patch up even the most high-profile falling out.
The advertisement shows the smiling royal family portrait with a jagged tear cutting out Harry and Meghan.
The missing royals are notable in their absence next to William, Kate, Charles and the Queen.
Loctite’s tagline “Fixes Everything” appears below, a tongue-in-cheek suggestion that a little superglue could have kept the troublesome duo within the House of Windsor.
Of course, patching up turbulent family relations requires more than adhesive. But the ad’s exaggerated premise humorously plays up the unrealistic idea that Loctite’s products can fix any rift – even one rocking a centuries-old institution.
The ad is a clever spin, capitalizing on the British public’s ongoing fascination with Harry and Meghan’s drama. While aligning with a gossip-worthy news hook, Loctite manages to keep the tone humorous rather than meanspirited.
The torn photo visually conveys the severed ties while leaving room for interpretation about who’s at fault.
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The ad avoids passing judgement on the royal split, merely presenting Loctite as a hypothetical solution to sticky situations.
While exaggerated, the premise contains a kernel of truth. When relationships fray, even unlikely bonds can be repaired through understanding and compromise.
The ad mirrors real-world tensions while offering an absurdly simplistic fix.
For commoners, Loctite’s products may not heal familial rifts and painful breakups. But as the ad creatively implies, strong adhesives can still help life’s wear and tear by piecing things back together.
By playfully linking their superglue to mending royal ties, Loctite manages to grab attention while keeping the tone lighthearted. The meme-worthy advertisement spreads brand awareness and entertainment without stoking controversy.
While far-fetched in premise, the ad’s wry humor contains appeal. After all, many wish the royal family’s bonds could be swiftly restored, however unrealistic the prospect. Through creative exaggeration, Locite gives us the next best thing – a little escapist fantasy requiring only a dab of glue.
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