J-B Weld

  • Brand Strategy
  • TV
  • Video
  • Radio
  • Digital

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J-B Weld has been in American toolboxes for over 50 years, earning the World’s Strongest Bond claim by standing up to the toughest jobs. But while generations of tuner-uppers and tinkerers have used J-B Weld adhesives for auto repairs and metalworking, the dozens-strong product line has a household’s worth of uses outside the garage, too.

Our client challenge was to help move beyond the toolbox by showing DIYers that J-B Weld’s products belong in the pantry, junk drawer, and craft closet, too. Since the brand’s awareness among less-experienced and younger DIYers is much lower than among old pros, our first campaign featured a range of can-doers using a slew of J-B Weld products. In a series of TV ads, an encouraging sidekick urged each DIYer to be their strongest self with J-B Weld, ensuring that future J-B Welders will turn to the brand for dozens of household projects.

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Planet has been J-B Weld’s Agency-of-Record since 2020.

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