Selleys Liquid Nails has launched a new campaign titled 'If you can take it, it's yours' in collaboration with Howatson+Company.

The campaign involved a public stunt that showcased the adhesive's strength by gluing various objects to a giant outdoor billboard. Among the items glued were a kayak, an arcade machine, and a 2.8 metre mounted marlin.

The public was invited to attempt to remove these items, with the promise that if they could take it, they could keep it. Despite considerable efforts, none of the items were successfully removed, demonstrating the adhesive's strength. The stunt featured personalities such as former tradie Tommy Armour, tradie Matthew Richardson, and Havea Matangi, alongside members of the public.

The campaign was directed by James Dive and attracted significant public and social media attention. It is supported by social films, PR, and influencer content, all emphasising the message: 'If it’s Selleys, it works.' The campaign gained traction online, with coverage on news.com.au.

Selleys Liquid Nails is marketed as one of Australia's toughest adhesives. Erin Porter, Head of Integrated Marketing at Selleys Group, stated, "Australians have trusted Selleys Liquid Nails for decades. ‘If You Can Take It, It’s Yours’ turns that confidence into a spectacle everyone can see and touch, proving our glue's strength far better than words ever could. We don’t just tell people it works, we let them see it for themselves."

Dan Smith, Senior Art Director at Howatson+Company, commented on the campaign's approach. "It’s easy to make claims, it’s harder to invite the entire country to prove you wrong. Gluing a kayak, an arcade machine and a marlin to a wall was about taking Selleys’ iconic ‘If It’s Selleys It Works’ line and screaming it loud. No tricks, no special effects just brute Aussie effort against a canister of glue. And the glue won," he said.

The campaign was created by Howatson+Company, with a team including Dan Smith and Erin Porter. The media agency involved is IPG Mediabrands, with Ali Coysh as National Head of Strategy. The production company for the campaign is Scoundrel, with James Dive as the director.