# Sticky Seat Belts The Adel Tape Ad Campaign Relies on Feelings of Faith and Trust By Meghan Young | Published 2011-06-25 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/adel-tape References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/06/adel-tape-seat-belt/) & [loweistanbul](http://www.loweistanbul.com) The Adel Tape ad campaign really drives home the tagline, "[Superior adhesive](https://www.trendhunter.com/trends/grippy-serum-primer)," by putting a personal spin on this relatively everyday tool. By replacing a car seat belt, it shows just how strong and effective it is. More than that, it also drudges up [feelings of protection, safety](https://www.trendhunter.com/trends/strong-like-mom) and, most importantly, trust. This is due to the fact that the Adel Tape ad campaign is shown protecting a helpless and innocent child. The Adel Tape ad campaign is asking you to put 100 percent of your faith into this product. By making this personal connection, it creates a strong pull for its potential consumer. Conceived and executed by Istanbul-based ad agency Lowe, the Adel Tape ad campaign was art directed by Eki̇n Arşi̇ray and photographed by Emre Uzer. ## Trend Insights (Trend Hunter) - Score: 0.8/10 - Popularity: 12% | Activity: 4% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What Makes This Trend Stand Out - **Personalized Marketing:** The Adel Tape ad campaign demonstrates the power of personalizing marketing messages to create a stronger connection with consumers. - **Emotional Branding:** The Adel Tape ad campaign taps into feelings of protection, safety, and trust, highlighting the effectiveness of emotional branding in advertising. - **Storytelling Advertising:** The Adel Tape ad campaign effectively tells a story that engages consumers and creates a memorable brand experience, showcasing the potential of storytelling in advertising. ### Sectors Adopting This - **Automotive:** The Adel Tape ad campaign presents an opportunity for the automotive industry to explore innovative advertising strategies that emphasize safety and trust. - **Marketing and Advertising:** The Adel Tape ad campaign showcases the impact of creative and emotionally compelling advertising, inspiring the marketing and advertising industry to develop similar campaigns. - **Consumer Goods:** The Adel Tape ad campaign demonstrates the potential for consumer goods companies to create a strong emotional connection with consumers through personalization and storytelling. ## Related on Trend Hunter - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Travel-inspired Brand Campaigns](https://www.trendhunter.com/trends/road-and-beyond.md) - [Burger Ad Campaigns](https://www.trendhunter.com/trends/burger-kings-new-campaign.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Sensorial Beer Campaigns](https://www.trendhunter.com/trends/feel-the-alps.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Humorous Automotive Campaigns](https://www.trendhunter.com/trends/where-have-you-been.md) - [Surreal Car Care Campaigns](https://www.trendhunter.com/trends/you-are-how-you-car.md)