I have to say, this was one of the more challenging campaigns I have worked on over the years. Porcelain tile adhesives. What can you say? It took quite a bit of head scratching, internet research, calls to stockists and DIY-guru friends to crack this one. One simple fact seemed common to all - 'if you don't use a dedicated porcelain adhesive when putting up porcelain tiles, sooner or later they will fall off'. From this came the general concept which put a new spin on old sayings like 'as useful as a chocolate teapot' or 'an ashtray on a motorbike'. Originally, there were three ads - Asparagus Drill, Toothpaste Mortar and Haddock Hammer. However, when the superb models turned up from John Wright Modelmakers in Bristol (famous for their excellent work on Aadman's 'The Wrong Trousers' and 'A Close Shave' amongst others), it was felt that the haddock looked way too life-like, and had real potential to offend old ladies and animal rights activists. It was therefore decided to turn the haddock into a very large sausage (not pictured). The final three ads were also developed into a Direct Marketing campaign.
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