Nick Offerman doesn't have to say anything to be funny. His dry humor comes through with a simple lift of an eyebrow or a knowing wink. That, and his mastery as a craftsman, is why the actor was chosen for the first brand campaign by adhesive product maker J-B Weld.
The Atlanta-based maker of epoxy adhesive products, teamed up with creative partner TBWA\Chiat\Day New York to launch the brand’s first national TV campaign in its 50-year history.
The brand is a common and cult-favorite for craftspeople with tool boxes, though traditionally favored for automotive repairs. Recently, however, J-B Weld has introduced several new products aimed at tackling tough jobs beyond the garage, and giving broken valuable home goods a second life.
The campaign – “Don’t toss it, J-B Weld it” – focuses on driving awareness for the J-B Weld suite of products, and how well the epoxy adhesives work for household repairs.
The campaign launches with three new broadcast TV and online spots – 'Chair', 'Scooter' and 'Patio' – starring Offerman, who in addition to his on-screen fame is also a well-known professional craftsman himself.
J-B Weld chief executive Chip Hanson commented: “In our first-ever national brand campaign, we wanted to drive retail demand and brand awareness while remaining true to our loyal following of enthusiasts. As a professional craftsman, Nick is an authentic brand-fan of J-B Weld and has been using our products in his woodworking business for many years, so he was a perfect voice to bring awareness to the purpose, practicality and dependability of J-B Weld products around the house, garage and craft-room.”
See the spots by clicking on Creative Works box below.