Super Glue Toys

Loctite in Australia is promoting its range of Super Glue with a series of print advertisements featuring broken toy figures. A soldier, skater and wrestler are shown with broken limbs, screaming out for healing. This campaign is designed to connect with the holiday season in Australia in which children inevitably break their Christmas gifts.

Broken toy soldier cries out for Super Glue

Broken toy wrestler cries out for Super Glue

Broken toy skater cries out for Super Glue


The Loctite Super Glue Toys campaign was developed for Henekel Australia at DDB Sydney, by executive creative director Matt Eastwood, creative director Steve Back, copywriters/art directors Ant and Alex, photographer Neil Bailey and retoucher Dennis Monk.