Selleys Undo Glue OOH Campaign

Quick Answer

Selleys has launched Undo Glue, a removable hook-and-gel adhesive positioned as “the glue you can undo.” Created by Howatson+Company, the campaign turns that product benefit into a simple freedom message: hang, mount, decorate and redecorate without the commitment of permanent fixing. The supplied OOH visuals show the idea across billboards, street furniture and a full bus wrap using the line “The glue you can undo.”

Local OOH: Selleys Makes Changing Your Mind the Point of the Campaign

Australians have trusted Selleys for decades to make things stick. Now the brand is using that same trust to sell the opposite idea: sometimes you want to take things back down.

Created by Howatson+Company, the campaign introduces Undo Glue, a removable adhesive designed to let people hang, mount, decorate and redecorate without the commitment of permanent fixing.

The central promise is simple: strong hold when you need it, clean removal when you do not.

For home, retail and consumer-product brands looking to communicate a functional product benefit through high-visibility media, Local OOH can help plan billboards, transit media, street furniture and digital OOH campaigns around audience, context and product clarity.

“The Glue You Can Undo” Makes the Product Benefit Immediate

The supplied OOH creative uses one of the simplest possible ways to explain the product.

The line “The glue you can undo” sits alongside a hanging basket occupied by a house cat and the Undo Glue pack itself.

The visual is playful, but the product message is practical. The audience understands in seconds that the adhesive is designed to hold everyday items in place while still allowing them to be removed later.

Selleys Undo Glue billboard featuring a cat in a hanging basket with the line The glue you can undo. — The billboard keeps the product story simple: strong enough to hold, but designed to come off when the space needs to change.

The Campaign Is Built Around Homes That Keep Changing

The broader film follows a home through different stages of life.

A wall of sporting memorabilia becomes a nursery. A cuckoo clock goes up and later comes back down. Keys find a place by the front door, mugs are mounted in the kitchen, and a hanging basket ends up being claimed by a cat.

Each moment reinforces the same idea: some things need to stay in place until they do not.

That makes Undo Glue less about hardware and more about flexibility — the ability to change a room, change a habit or simply change your mind.

Street Furniture Brings the Product Demonstration Closer to Pedestrians

The supplied street-panel execution adapts the same message into a vertical format.

The creative separates “The Glue” from “You Can Undo”, using two stacked visual moments while keeping the product pack clearly visible.

This layout works well in street furniture because people can read the message sequentially as they approach the panel.

Selleys Undo Glue street furniture ad using the lines The Glue and You Can Undo with product packaging. — The vertical execution breaks the promise into two quick reads, making the product benefit clear in a pedestrian environment.

A Full Bus Wrap Turns Undo Glue Into a Moving Product Demonstration

The campaign also appears on transit, where the line “The glue you can undo” runs across the side of a blue bus.

The large horizontal format gives the product pack and the twist-removal gesture room to become part of the vehicle itself.

Transit is especially effective for a message this simple because the creative can be understood while the bus is moving through high-traffic areas.

Blue city bus wrapped in Selleys Undo Glue advertising with the line The glue you can undo. — The full bus wrap turns a functional adhesive message into a large moving brand asset, extending the campaign across everyday city routes.

“Stop. Twist. Undo.” Turns Removal Into a Memorable Product Ritual

The campaign film ends on a hand twisting a hook off the wall with the line “Stop. Twist. Undo. Now you get it.”

That action is important because the product benefit is easier to believe when audiences can picture exactly how it works.

The supplied information says Undo Glue provides a strong hold and removes cleanly without damage, allowing people to decorate and redecorate across surfaces including tiles, glass, concrete and painted walls.

The product demonstration therefore becomes the proof behind the campaign’s humor.

Selleys Extends a Familiar Brand Promise Into a New Product Benefit

According to the supplied campaign information, Selleys’ existing trust in products such as Liquid Nails and No More Gaps gives Undo Glue a useful starting point.

Instead of asking consumers to believe an unfamiliar brand can make things stick, the campaign asks them to believe a familiar adhesive brand can now help them take things down too.

The creative closes on the long-running brand promise: “If it’s Selleys, it works.”

Why the Selleys Undo Glue OOH Campaign Works

The product benefit is instantly understandable. “The glue you can undo” requires almost no explanation.
The humor supports the demonstration. The cat in the hanging basket makes the product memorable without hiding what it does.
The campaign scales across formats. Billboards, street furniture and transit all work with the same simple message.
The brand uses existing trust. Selleys extends its reputation for strong adhesion into a new promise about removability.
The idea reflects real life. Homes, tastes and routines change, so the campaign makes flexibility part of the product value.

The Campaign Extends Beyond OOH

The supplied information says the campaign is running across OOH, social, influencer, PR, in-store and radio.

That integrated approach gives the product demonstration several roles: OOH creates instant awareness, film shows the removal mechanic, social can extend the humor, and in-store media can help close the path to purchase.

The upbeat audio and repeated “glue, undo” behavior also give the campaign a recognizable rhythm beyond the visual executions.

What Home and Consumer Brands Can Learn From This OOH Approach

Selleys shows how a functional product can become interesting when the campaign focuses on the human behavior around it.

The story is not simply that Undo Glue is removable. It is that people change their minds, homes evolve and permanent fixes are not always what the moment needs.

For home-improvement, retail and consumer-product brands looking to communicate a clear product benefit in public space, Local OOH can help plan outdoor campaigns that make product demonstrations simple, visible and memorable.

Build Your Next OOH Campaign With Local OOH

If your brand is launching a new product or needs to turn a functional benefit into a high-impact public message, Local OOH can help plan and quote billboards, street furniture, transit media and digital outdoor campaigns.

Summary

Selleys’ Undo Glue campaign makes a functional product benefit easy to understand through playful OOH. The creative shows a hanging basket occupied by a cat, the product pack and the bold line “The glue you can undo,” while the bus execution expands that message into a moving brand asset. The campaign supports Selleys’ long-standing promise — “If it’s Selleys it works” — while introducing a product designed for homes that change as life changes.

Sources

This article is based on the campaign information and visuals supplied in the request. The supplied material identifies Howatson+Company as the agency behind the campaign, describes Undo Glue as a strong-hold adhesive that removes cleanly without damage, states that the product works across tiles, glass, concrete and painted walls, and says the campaign is running across OOH, social, influencer, PR, in-store and radio. No verified reach, impression, media-spend or campaign-performance figures were supplied.