‘Do it yourself, before someone does it for you’: Selleys launches cheeky new campaign via BWM
Starting a new brand direction, Selleys’ first work from recently appointed agency Belgiovane Williams Mackay, Sydney launches this weekend with a campaign called ‘Do it yourself, before someone does it for you’.
BWM has created an idea that illustrates not only how easy it is to manage DIY projects with Selleys but, more importantly, a subtle call to action for consumers to get up and give it a go.
Says Simon Hadfield, board account director at BWM: “The idea taps intoa real insight around blokes putting off the odd jobs around the house.Their better half then loses patience and calls in a tradie.”
The campaign will launch this weekend in television promoting the newSelleys ‘3 in 1′ product, followed by a second TVC promoting Selleys’Speed Seal’.
The new campaign demonstrates Selleys fresh perspective to marketingits brand as it strives to further cement itself as a brand Australiansknow and trust.
Stuart Sutherland, Selleys marketing director added: “We are lookingforward to the new campaign as we believe it will appeal to both maleand female DIY’ers as well as Tradies.”
Creative Director: Rob Belgiovane
Copywriter: Rob Belgiovane
Art Director: Rocky Ranallo
TV Producer: Emma Friend
Production Company: Good Oil
Producer: Claire Richards
Director: Fiona McGee
Account Director: Polly Blenkinship
Board Account Director: Simon Hadfield
Marketing Director – Stuart Sutherland
Marketing Manager – Saxon Robinson
Senior Brand Manager – Karl King
35 Comments
Really like the idea.
I just wish they didn’t treat me like an idiot by having the tradie spell out the idea for me at the end, just in case I was too stupid to get it.
Would be way better if they skipped him talking to camera and just went straight for the endline.
Possibly/Probably the client’s call on that one though.
Nice one.
haha gold – love it.
Bloody hell, this is a real idea, and possibly the beginning of a great campaign.
Yep, nice idea but the guy saying the end line ruins it.
Reminds me of a mortein house-spray spot I saw a while ago, but executed much better. spelling it out kinda ruins it tho.
Great idea. looks cheap tho.
Ok, so I hate the guy ‘cos he is likely to fuck my wife/girlfriend/daughter, and so I hate the product by association. Made me smile as a 30 second gag. Wont make me buy Selleys.
Love it. Made the point & It made me laugh. Very campaignable. Will look forward to the rest to come.
I laughed. So did my wife. (At me.)
As soon as he shows mastery with his rubber pump, she forgets her kid, family and gets ready to prepare some hot lunch. Cheeky?
Rob should write more ads.
Not new. Been done. Obviously wrote by old school writer
Jeez the old ‘tradesman will fuck your wife if you don’t get off your ass and do it yourself gag’. How many times have we seen this lazy idea dusted off.
9:40
I haven’t really seen it done, could you give me a few examples.
good idea, but is it a good reason to buy selleys?
I haven’t seen it either….can u be more specific?
Come on people, i saw this same idea back in 1944.
It’s like, way old…
In fact, using a TV spot to sell a product is a farkin old idea too.
If your sh*t isn’t sparkling new and being projected via hologram into my cornea, I’m just going to flame your arse because the idea wasn’t mine.
Back to the drawing board..
Really like them but have to agree, they’d have been so much better without the guy spelling it out.
Reason to buy Selleys?
It tells me to man up and get those jobs done around the house. I’d imagine Selleys has market leadership, so can afford to communicate like a leader. Which means less “28 reasons why Selleys is the very best silicone” and more stuff that drives the category as well as themselves.
So when I go to Bunnings or wherever, I’ll see Selleys because their distribution and range is so good, and I’ll more than likely buy them instead of some brand I haven’t heard of.
That’s how it’ll increase sales of Selleys products.
ha! Bloody good. I like it. Yes, I actually like it.
Like so many ads on this site…
Nice idea, shocking execution.
Who is fucking these things up?
The agency?
The client?
The production company?
Creepy.
I’m a gay man and I’d like the tradie to come round to my house.
As Rocky would say, “Calm Down”. To those of you criticising the heavy-handed use of the tradie to spell out the idea: If, as i hope, this is to be a long-running campaign, you need to telegraph the idea when it launches. You have to realise that the market – ie, the consumer – is not as sophisticated as all us ad-geeks. Having firmly established the idea, in seasons 2, 3 and 4, you can be a lot more subtle. And a lot more risque. That’s how you do it, sweet pants.
9.37 -“wrote” by an old school writer? My God.
yeah 7:17? What DOES that mean????? They understand the 3 act structure? What a completely useless comment filled with insecurity and fear. Get the Fxck over it…. we are all getting older and not as many young folk find advertising attractive.
This is some of the best work I have seen on the blog for sometime. It’s great to see an ad with an idea in it for once, instead of just beautifully shot crap.
How could you leave someone as gorgeous as that cutie alone with
any guy?
Brilliant concept.
The girl is so attractive. She is the Focus, the Magic, the pivot of the whole pitch.
She is so neutrally attractive and innocent. She is intrinsically attractive.
She is no tart, no siren, just an appreciative consumer,
She is acknowledging the simplictity of the problem
in spite of her dumb partner who chooses to be a ham/moron about to fix a simple problem. She is perceptive beyond her gender. Applause.
She drives the emotion.
She is the Magnet, the Cleopatra.
More of her please in the peace of sealing with Selleys!
It is the actresses’ innocent that carries the message.
She is no tart, no temptress, just the frustrated home maintainer.
Her nobility, devoid of divergent intent carries the implied sexual possibility.
Her subtly professionalism carries the moment. She wins the moment.. she has the Power of Innocence spun with aplomb and Thespian skill.
She is innocent and appreciative. She is vulnerable yet innocent, until the Magic of Selleys Strikes! Her unspoken frustration is his Ignoble Opportunity. His intention is more tenacious than the Selleys intent. He is an Opportunist relying upon his product, clashing with her Virgin Intent to maintain her domestic integrity.
Grand Ad, grand performers, at least the innocent Female.
The Male Actor? He would Pump His Gun At Any Opportunity.
The advert collides with the most fundamental conflict: Male Opportunity with Spin against Innocence mixed with enduing frustration of Domestic Entrophy.
Me? Tarzan’s Grip, Please.
Dr Julian Perth
Ahh little do yee know but Tarzans Grip is also Selleys LOL
I love this actor.
I think he’s hot hot hot.
Should of done it with less clothes.
I saw him in a play in Sydney. He’s really good.
Was in the front row and he was in his underwear.
Big talent if you catch my drift
Is that the guy from Bikir wars? He’s great
I miss this ad. I thought it was really funny