Araldite glue ‘It also sticks handles to teapots.’

Year:1983
Brand: Araldite glue

Agency: FCO Univas Limited

Copywriter: Rob Kitchen

File Under ︎ Copywriting with personality

👀  Industry: Consumer Products

ONE thing this ad does well (AKA Copywriting Tip):

Find a surprising new use for a low-interest product and tell it in a new way.

To dramatize and show that Araldite is stronger than other glues, Araldite glued a yellow Ford Cortina to a billboard.

Then the copy claimed: “It also sticks handles to teapots”.

👀  Industry: Sports, Sportswear, Football

ONE thing this ad does well (AKA Copywriting Tip):

Pull back & reveal:The ad encourages the reader to make an assumption, then contradicts it.

Pull back (in this case to make the reader assume the ad is talking about England’s only World Cup title) ⇝ “66 Was a Great Year for English Footbal”

Reveal (immediately contradict the assumption by revealing the ad is after all talking about the year Manchester United legend Eric Cantona was born) ⇝ “Eric was born”