Countdown for highly anticipated TV commercial

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Loctite party starts on Big Game Sunday

On Sunday, February 1, Loctite will pitch itself in the biggest sporting and advertising event in North America, the annual championship game of the National Football League. To attract maximum attention among the expected more than 100 million viewers Henkel Adhesive Technologies is counting on curiosity and surprise.

For the first time ever, Henkel will use this high-profile stage to air a TV commercial. “Advertising during the Big Game is the absolute highlight among all our marketing activities in North America in 2015”, states Susanne Cornelius, Corporate Vice President for the Consumers & Craftsmen business at Henkel Adhesive Technologies. “We want to significantly increase our brand awareness for Loctite and we are convinced that we first need to become famous to achieve that goal.”

The content of the highly anticipated commercial remains unknown until its release on Sunday evening US-time. However, to offer a glimpse, the TV commercial will draw on the huge success of the current US-campaign “Win at Glue” that focuses on the sense of achievement in various household repairs. The ad involves a series of video commercials with the testimonial Loctite Lewis ending with the famous Loctite Dance. It can be seen on YouTube.

So what to expect for Sunday? “The spot contains some proven elements such as music, singing, dancing and fanny packs, but we didn’t want to put just another commercial about Loctite Lewis out there”, Susanne Cornelius explains. “We ultimately created something that no one would expect from an adhesives ad. Our key ingredients are curiosity and surprise.”

The 30-second Loctite commercial will air during the commercial break at the beginning of the fourth quarter. It will be available on Henkel´s homepages directly after the broadcast.

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