Porcelain figurines are labeled fragile for a reason, yet the ones featured in the Henkel Resistol Glue ad campaign are far from delicate. Instead, they look as though they are readying for battle as they punch through concrete blocks and cement floors. The illustrations are hilarious, but they also do the job of demonstrating just how strong the Henkel Resistol Glue is when put to use.
Conceived and executed by Young and Rubicam, a global ad agency with a branch based in Mexico City, Mexico, the Henkel Resistol Glue ad campaign was creative directed by Jose Manuel Ortiz and Sergio Díaz-Infante. No words are needed to explain what is going in each image. Instead, the creative firm wanted to make sure that the images spoke loud and clear on its own.
Fierce Figurine Ads
The Henkel Resistol Glue Campaign Shows How Strong the Product Really Is
Trend Themes
1. Figurine Reinvention - The Henkel Resistol Glue campaign showcases the trend of reinventing traditional figurines to convey strength and power.
2. Humorous Visual Demonstrations - The ad campaign highlights the trend of using humorous visuals to demonstrate the effectiveness of a product.
3. Nonverbal Communication - The use of illustrations without words in the campaign reflects the trend of conveying messages nonverbally.
Industry Implications
1. Advertising - The Henkel Resistol Glue campaign presents disruptive innovation opportunities in the advertising industry by utilizing unconventional visuals and concepts.
2. Art and Design - The campaign opens up disruptive innovation opportunities in the art and design industry by reimagining and transforming traditional figurines into powerful symbols.
3. Construction and DIY - The strong imagery in the ad campaign suggests disruptive innovation opportunities for the construction and DIY industry by emphasizing the strength and durability of adhesive products.