LOCTITE | ROCKING CHAIR | 1990
A Rocking Chair Makes the Case for Strong Glue / LOCTITE "ROCKING CHAIR"
Chile, 1990. A LOCTITE glue commercial starring a rocking chair. The only thing we know for sure is that it won Gold.
The idea
The choice to put a rocking chair front and center — a piece of furniture that never stops moving — feels like the perfect stage to prove how strong a glue really is. Every rock puts stress on the joints over and over again, so if the glue can hold up there, the logic goes, you can trust it anywhere in everyday life.
Afterthought
Not much survives from 1990s advertising, not like today. But the record that this one ad won Gold is still there. What music played, what the copy said — none of that is known anymore. Still, the boldness of trying to capture the whole essence of glue through just one choice, a rocking chair, feels like it still has something to teach us today.
Awards
- Cannes Lions Gold 1990
Featured in
- The Egg Didn't Crack — 60 Years of Proof in ActionShowing, not telling. Why is this the one trick that never gets old?
