Our score: 8/10 · Selleys, “Undo Glue”
Verdict: A smart category reversal that turns a simple, repeatable removal demo into the campaign’s share trigger.
What works
- The demo is the payoff: “Stop. Twist. Undo.” is instantly repeatable.
- Life-stage scenes make removability feel relevant to real households.
- The upbeat track and tone fit the social and in-store placements.
What misses
- The twist reveal is saved for the end; social edits may need the demo in the first three seconds.
- The line “Now you get it” lands as a wink after the visual already made the point.
The lesson: Make the product proof repeatable: a three-word action and a gesture can carry a campaign across every channel.
Selleys has long owned the promise of making things stick. With Undo Glue, Howatson+Company reverses that promise and makes removal the centre of the campaign.
The ad
Brand: Selleys. Agency: Howatson+Company. Production company: Pool Collective; media agency: Team Inspire, Omnicom. The film runs as part of a campaign across OOH, social, influencer, PR, in-store and radio.
The film follows a home through stages of life. A wall of sporting memorabilia makes way for a nursery. A cuckoo clock goes up and comes back down. Keys, mugs and a hanging basket taken over by a cat show the everyday things people fix. It ends on a hand twisting a hook off the wall, with the line “Stop. Twist. Undo. Now you get it.”
What works
The strategic reversal is clean. Selleys has spent decades building trust in strong hold; Undo Glue extends that trust to taking things down. Group Creative Director Simon Friedlander put the insight plainly: most people have a removable hook story that didn’t end well, so the product had to do the talking.
The demo is the share trigger. A hand twisting a hook off a wall is simple enough to describe in three words and easy to recreate. That makes the idea easy to retell in social captions, influencer content and in-store displays. The line “Stop. Twist. Undo.” does the instructional work without overcomplicating the product.
The life-stage montage gives the product an emotional reason to exist. Homes change, and minds change. The sports wall becoming a nursery and the cuckoo clock coming down turn removability from a functional feature into a freedom to redecorate.
What misses
The twist reveal is held until the final beat. That works as a film payoff, but short social placements often need the hook and twist in the first three seconds. Cutdowns should open on the removal, not the home montage.
The closing line “Now you get it” lands as a wink after the visual has already made the point. The hand and the three-word instruction are enough; the extra beat risks feeling like the ad is explaining its own payoff.
The verdict
Score: 8/10. Selleys and Howatson+Company turned a simple removal demo into a warm, relatable brand story and a repeatable share trigger. The product truth is clear and the category reversal is smart.
The lesson
When a product difference can be shown in a gesture, let that gesture close the story. Make it repeatable, give it a short instruction, and it will carry the idea across social, retail and OOH.
Watch the original: Selleys on YouTube. Shown for review; the rights stay with the brand.
Source: Campaign Brief
