# Hiding Tool Campaigns The Pattex A Tool's Nightmare Campaign Shows an Easier Route By Meghan Young | Published 2011-07-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pattex-a-tool-s-nightmare References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/07/pattex-tools/) & [pattex](http://www.pattex.com) Until I stumbled upon the Pattex A Tool's Nightmare ad campaign, I would never have imagined that these hardy helpers would ever be afraid of anything. Of course, I would never have looked at them through such sympathetic eyes as well, as though they were actually alive. Ever since the airing of those personified object [IKEA](https://www.trendhunter.com/trends/halloween-essentials) commercials, however, this theme seems to have become more and more prevalent. Conceived by Vienna-based ad agency DDB Tribal, the Pattex A Tool's Nightmare ad campaign is [cute and humorous](https://www.trendhunter.com/trends/make-life-brighter). In promoting its glue, Pattex really shows how much it can do. Forget the hammer and nails, the screwdriver or any other sweat-inducing tools and instead, go down the easy road with Pattex's glue product -- you won't be sorry. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 48% | Activity: 19% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Personification Advertising:** Opportunity for brands to create emotional connections by personifying objects and making them relatable to consumers. - **Humorous Ad Campaigns:** Brands can leverage humor in their campaigns to create a positive and memorable brand image. - **Alternative DIY Solutions:** Opportunity for companies to offer alternative products that simplify DIY tasks and reduce the need for traditional tools. ### Where This Applies - **Advertising:** Brands can explore innovative ways to engage with consumers through creative and relatable advertising campaigns. - **Home Improvement:** Companies in the home improvement industry can develop and promote alternative solutions that offer convenience and ease for consumers. - **Glue Manufacturing:** Opportunity to market glue products as a versatile and efficient alternative to traditional tools and fasteners. ## Related on Trend Hunter - [Halloween Essentials Campaigns](https://www.trendhunter.com/trends/halloween-essentials.md) - [Plush-Starring Sitcom-Style Campaigns](https://www.trendhunter.com/trends/life-in-stitches.md) - [Imaginative Fantasy-Inspired Campaigns](https://www.trendhunter.com/trends/canva-spotlights.md) - [Humorous Pet Furniture Campaigns](https://www.trendhunter.com/trends/utsdd.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Anthropomorphic Store Campaigns](https://www.trendhunter.com/trends/short-social-films.md) - [Boxing-Inspired Measuring Tools Campaigns](https://www.trendhunter.com/trends/bosch-power-toolsboschpowertoolshaspremieredanewmarketingcampaigntitled.md) - [Household Problem Solver Campaigns](https://www.trendhunter.com/trends/retail-therapy-site.md)