Aardman complete Power Pritt commercials

BDH\TBWA has created a worldwide launch campaign for Henkel Consumer Adhesives’ new Power Pritt Stick – the world’s first glue stick strong enough to bond metal, wood, plastic and cardboard.
Produced by Oscar-winning animators Aardman, the TV commercials show the original Mr Pritt transforming into a new muscle-bound figure, Mr Power Pritt.
Three executions have been produced; the first of which - to launch the Power Pritt product globally - features the traditional Mr Pritt transforming into the new character, before flexing his muscles and showing off his newly acquired extra strength. The second, to demonstrate the product, sees Mr Power Pritt making a barbell from an assortment of various materials, lifting it in triumph, only to see his strength send it flying into the air. A final execution shows the character breaking free from a web of liquid glue.
In addition to the Power Pritt executions, BDH\TBWA has also used Aardman to produce a new commercial for Pritt Correction Roller. The ad features an illustration of a tired, unshaven face. The Correction Roller then rolls over it, ‘shaving’ the bristles, and transforming it into a beaming, clean-cut face.
All of the new ads feature the original Mr Pritt as brand spokesperson, signing off with the title line “Another great idea from Pritt.” The new positioning was developed by BDH\TBWA to underline the Pritt brand’s values as an innovative range.
Paul Keen, Account Director at BDH\TBWA, said: “Pritt has always produced groundbreaking products, and has clear values of innovation and creativity. We wanted to reflect these, and keep the charm of the Mr Pritt character as a central theme of the activity.”
Lutz Paulus, Director, International Product Management, at Henkel Consumer Adhesives, added: “BDH\TBWA has created an engaging new character for Power Pritt, tapping into the brand’s values and bringing the product to life.”
Scott Pleydell-Pearce, Aardman CGI animation team leader, commented: "It was crucial not to make the character appear too arrogant and aggressive, so we took the approach that he was slightly tongue-in-cheek about the whole thing, he wasn’t allowed to take himself too seriously, so there is lots of 'hamming it up', cheeky smiles and knowing winks to camera."
(GB)