Super Bowl

Postgame Video: Loctite and Fallon Assess Their Super Bowl Debut

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If you haven't watched our behind-the-scenes videos with Loctite as it prepared for its first Super Bowl Bowl appearance, go see "Super Bowl Virgin" and "Touchdown for Loctite?" here. Now, the after-report:

Advertising Age Player

Minutes after Loctite Glue's $4.5 million gamble aired late in the fourth quarter of Super Bowl XLIX, a wave of relief swept over Frédéric Chupin and Pierre Tannoux, the duo in charge of marketing for Loctite.

The ad, featuring a group of loveable losers dancing to the joy of super glue, was not only the first Super Bowl ad for Loctite, but for its parent company, Germany-based Henkel AG & Co., which generated almost $20 billion in revenue last year.

The pair is loath to admit it, but each had a lot riding on the success of the 30-second spot.

"Well, it's Thursday at 4:38 and I was still able to open the building at Henkel," Mr. Tannenoux said the week after the game. "So no news, good news."

The ad drew polarizing responses and ranked 51 of the 61 ads tracked on USA Today's Ad Meter. But the real measure of success for a campaign like this is moving product off store shelves, and Mr. Tannoux and Mr. Chupin had one goal toward that end: embedding the name Loctite in the minds of potential consumers

"One of the tweets said, I hate myself so bad, but I'm singing this Loctite song," Mr. Tannoux said. "That is exactly what we wanted to do."

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