In the world of advertising, capturing the attention of viewers and delivering a memorable message is essential. Loctite Super Glue, a renowned adhesive brand, has achieved just that with their brilliant and creative print advertisement.
The company recently released a clever print advertisement that has captured people’s attention for its creative references to a significant cultural moment. The ad photo features Will Smith, Jada Pinkett Smith, and Chris Rock, recreating the now-iconic Oscars incident where Smith slapped Rock on stage for a joke about Jada.
In the ad, a picture of the three is torn directly down the middle, with Will and Jada on one half and Chris Rock on the other. The torn halves are expertly joined back together using Loctite Super Glue.
What elevates the concept further is the simple yet effective use of ad copy below the image which reads “fixes everything”. This tagline takes the clever joke a step further, hinting that their adhesive product could theoretically mend even the most broken of relationships – in this case, the very public rift between Smith and Rock.
This article will delve into the brilliance and creativity behind this advertisement, analyzing how it effectively communicates the strength and reliability of Loctite Super Glue.
Unforgettable Visual Impact
The torn photo at the center of the ad immediately grabs the viewer’s attention. By featuring Will and Jada Smith on one side and the torn part held together by the Super Glue representing Chris Rock, the ad visually communicates the incident in a powerful and straightforward manner. The visual impact makes a lasting impression, intriguing viewers to engage with the message.
Emotional Resonance
The use of well-known personalities like Will Smith and Chris Rock adds an emotional element to the advertisement. The incident at the Oscar Awards in 2022, where Will Smith slapped Chris Rock for a controversial joke about his wife Jada Pinkett Smith, is widely known. By referencing this incident, the ad taps into the public’s existing emotional connection, creating a relatable and memorable experience.
Symbolism and Metaphor
The torn photo represents the fracture caused by the incident, highlighting the need for something strong and reliable to bring things back together. Loctite Super Glue serves as the solution, symbolizing its capability to repair and restore broken bonds. This metaphorical representation effectively communicates the brand’s core message of strength and durability.
Brand Association
Through this advertisement, Loctite Super Glue successfully associates its product with the qualities demonstrated by Will Smith and Jada Smith – unity, strength, and resilience. By visually connecting the couple with the glue holding the torn photo together, the ad subtly suggests that Loctite Super Glue can mend even the most significant fractures, reinforcing its reputation as a reliable adhesive.
Memorable Execution
The simplicity and clarity of the ad contribute to its brilliance. The absence of excessive text allows viewers to focus on the key elements and easily understand the intended message. The choice to use a torn photo, a relatable and universally understood symbol of damage, enhances the impact of the advertisement, making it memorable long after it has been viewed.
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