Funnyman Nick Offerman ("Parks and Recreation," "The Founder") doesn't really have to say much to make a point, evident in his 45-minute long fireside hang and Father's Day fishing trip for Lagavulin. His reticence continues--and serves as a powerful finger-wagging tool--in a series of absurd spots for Atlanta-based adhesive maker J-B Weld.
TBWA/Chiat/Day New York was behind campaign, the company's first national effort in its 50 years. It shows Offerman giving the side-eye and tsk-tsking at the wastefulness of his neighbors who toss their broken belongings to the curb. With the help of J-B Weld products, Offerman, who's also a well-known craftsman, transforms their junk into useful and covetable objects that (he hopes) will fill his neighbors with regret.
He uses a simple dab of epoxy to repair a damaged scooter, and then takes it for a leisurely spin. He fixes an old chair and then has a barbecue in full view of the guy who tossed it, and after applying a few dollops of adhesive to a dilapidated rocking chair, he parks it in front of his neighbors' (perched on the back of a truck) and rocks vigorously while digging into a novel. The expressions of the former owners are priceless--you can't tell if they're wrinkling their brows with sour grapes--or over Offerman's disproportionate vindictiveness. "Don't toss it, J-B Weld it," goes the tag. Aaron Stoller of Biscuit directed the spots.
"We wanted to drive retail demand and brand awareness while remaining to our loyal following of enthusiasts," said J-B Weld CEO Chip Hanson in a statement. "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."