# Picture-Repairing Adhesive Ads The Scotch Crystal Tape Campaign Promotes Its 100% Transparency By Meghan Young | Published 2013-03-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/scotch-crystal-tape-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/03/scotch-soldier-baby/) & [promoplan.cl](http://www.promoplan.cl/) The [Scotch](https://www.trendhunter.com/trends/holiday-gifting-suite) Crystal Tape campaign shows that the stationery staple has been made so transparent, it can flawlessly fix even the most precious possessions as if nothing happened to them at all. This includes irreplaceable vintage family photographs. Going straight for the heart, the [ad campaign](https://www.trendhunter.com/trends/make-life-brighter) makes a strong case for why this product should always be on hand. Conceived and executed by Pro Publicidad, an ad agency based in Santiago, Chile, the Scotch Crystal Tape campaign art directed and illustrated by Rulo Menjibar with creative direction by Gastón Morales. Shot by photographer Rodrigo Vega, the [print ads](https://www.trendhunter.com/trends/apple-trust-issues) are very simple. They mainly let the images speak for themselves. The tape, which is made to look like a strip of each photo, is a clever touch. ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 43% | Activity: 18% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Transparent Adhesive Technology:** Developing adhesive products with high transparency to seamlessly repair and fix damaged items. - **Emotional Advertising:** Utilizing storytelling and sentimental appeal to create impactful ad campaigns. - **Innovative Print Advertising:** Exploring creative approaches to print ads that capture attention and convey a message effectively. ### Who This Affects Most - **Stationery:** Creating transparent adhesive products with improved functionality for repairing stationery items. - **Photography:** Incorporating transparent adhesive technology into photography equipment to simplify the process of repairing damaged photographs. - **Advertising and Marketing:** Adopting emotional storytelling techniques in advertising campaigns to resonate with target audiences and promote products effectively. ## Related on Trend Hunter - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [House Party-Themed Campaigns](https://www.trendhunter.com/trends/hiders-keepers.md) - [Naturalistic Taco Stand Campaigns](https://www.trendhunter.com/trends/street-photography-campaign.md) - [Playful Pet Accident Campaigns](https://www.trendhunter.com/trends/dont-worry-you-can-afford-it.md) - [Analog-Themed Camera Campaigns](https://www.trendhunter.com/trends/analog-life.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Edible Food-Safe Adhesives](https://www.trendhunter.com/trends/tastee-tape.md) - [Sustainable Eraser Packaging](https://www.trendhunter.com/trends/maped.md) - [Handmade Dating App Ads](https://www.trendhunter.com/trends/get-paired-with-paird.md)