Fixing is Good – Sugru Community Stories | Clapboard Ad Archive

Wild trip - Le Trefle | Clapboard Ad Archive

Wild trip is Leo Burnett's evocative 2016 film campaign for Le Trèfle, a category leader in household products for the French market, leveraging narrative and striking visual metaphor to distill the brand's essential promise of generosity and naturalness. Set within the house and garden sector, the campaign pivots on a central creative conceit: rather than a literal demonstration of Le Trèfle's product attributes, it dreams up a vibrant, metaphorical journey, inviting viewers to experience the product’s qualities through an imaginative wild adventure that amplifies what is at heart a story of softness, abundance, and the restorative power of nature. This approach aligns squarely with Clapboard's taxonomy as FORMAT#9—Symbolize the Benefit, employing exaggerated visuals and an adventurous scenario as an expressive shorthand for the tangible emotional and sensory advantages of Le Trèfle’s offering, rather than explicit function-based messaging. Amplifying the film’s visual story is a seamless integration of sensory elements—care of expert sound production and a bespoke musical score—that build a lush, immersive world around the product, underscoring Le Trèfle’s claim to be generous by nature while signaling a premium, sensorially rewarding home experience. By presenting the international version of its advertising narrative, the brand reasserts its relevance and authority, seeking resonance across markets while maintaining a distinctly French tone anchored in authenticity and connection with the outdoors. The campaign eschews the didactic in favor of emotional connection, cleverly reframing an everyday purchase as an invitation to adventure and comfort, reinforcing Le Trèfle’s position as a trusted choice for those who value both efficacy and an elevated sense of home and garden living. Clapboard rates this 63/100. In reframing everyday household essentials through bold metaphor and emotional narrative, Wild trip signals the evolving creative language of the category, where symbolic benefit and experiential storytelling are shaping the new standard for brand differentiation.

Chromatic DNA - Mercadier | Clapboard Ad Archive — archive collection thumbnail

Chromatic DNA - Mercadier | Clapboard Ad Archive

Mercadier’s 2018 Chromatic DNA campaign, created by Gloryparis, stands as a compelling exploration of personal identity through color within the House and Garden market category. This campaign redefines the traditional paint brand narrative by positioning color as an intimate expression of individuality, inviting consumers to discover their unique chromatic fingerprint. With the tagline Everyone is unique, and among the infinite potential of colors, ONE color matches each one of us, Mercadier transcends the transactional nature of paint selection to frame it as a journey of self-discovery. Gloryparis crafts a story-driven approach that aligns perfectly with what Clapboard’s taxonomy identifies as FORMAT#5—Exemplary Story, where the product is integral to the narrative arc. The campaign film deftly illustrates how Mercadier’s extensive palette and material innovation serve as the catalyst for consumers to articulate their personal style in home and garden spaces, emphasizing the brand’s 15-year heritage in color creation. By focusing on the emotional resonance of color and its capacity to reflect individuality, Chromatic DNA elevates the category conversation beyond functional or aesthetic utility into the realm of personal storytelling. The use of English language in the campaign further broadens its reach, signaling Mercadier’s ambition to appeal to a global audience and underscore the universal importance of color in self-expression. This strategic narrative is supported by a Clapboard Campaign Score of 61, reflecting a solid integration of creative concept and market relevance. Chromatic DNA matters to the industry because it demonstrates how a brand in a traditionally utilitarian category can leverage narrative storytelling to create emotional engagement and foster deeper consumer-brand connections, which signals a shift toward more personalized and experience-driven marketing in home and garden advertising.

Car wash - OMO | Clapboard Ad Archive — archive collection thumbnail

Car wash - OMO | Clapboard Ad Archive

OMO’s 2016 Car Wash campaign, devised by TRY for the Norwegian market, repositions the household laundry detergent within the House and Garden sector by translating the familiar task of car washing into a resonant metaphor for fabric care. With a film spot set at a car wash in Oslo, cars are handled and cleaned as meticulously as treasured garments, subverting category conventions by inviting viewers to consider vehicles as proxies for items of clothing. This intervention steers away from the literal depictions of stain removal that saturate the sector, instead creating a visual analogy that captures the emotional and practical significance of cleaning in everyday life. The approach falls squarely within what Clapboard’s taxonomy describes as FORMAT#3—Symbolize the Problem, leveraging the car as a stand-in to articulate the universal challenge OMO addresses and signaling a broader culture of conscientious care. By narratively and visually connecting the dots between household routines and personal possessions, the campaign enhances OMO’s core promise of effective, reliable cleaning solutions while expanding its relevance beyond the traditional laundry context. The clarity of the single media execution heightens its memorability, encouraging consumers to make a cognitive leap that reinforces the brand’s aspirational message about the standards we set for what matters most, whether it’s a new shirt or a freshly shined car. In a market crowded with function-first claims, OMO’s playful yet pointed construct not only sets it apart but subtly reframes laundry detergent as a trusted solution for a quality-driven lifestyle. The campaign earns 63/100 in Clapboard’s global creative archive. This campaign matters because it demonstrates how an established household brand can generate fresh attention and resonance by translating category codes into playful, metaphor-led storytelling that recognises consumers’ emotional relationship to cleanliness.

Cuddly Toy - Eve Sleep | Clapboard Ad Archive — archive collection thumbnail

Cuddly Toy - Eve Sleep | Clapboard Ad Archive

Eve Sleep’s 2019 Cuddly Toy campaign by Arthur and Martha redefines the bedroom as a launchpad for vitality with a concept that transforms sleep quality into an energizing lifestyle benefit through a singular, playful symbol: a dancing sloth. Positioned firmly within the House and Garden sector, this campaign leverages Clapboard’s FORMAT#9—Symbolize the Benefit—by using the sloth’s unexpectedly spirited dance to embody the rejuvenating power of Eve Sleep’s beds. The campaign’s core asset, a television advert, eschews direct product demonstration or conventional problem-solution storytelling in favor of a whimsical narrative that captures the emotional payoff of a restful night’s sleep—waking up refreshed enough to dance. The sloth mascot, traditionally associated with lethargy, is cleverly subverted to convey an energetic morning ritual, creating a memorable and shareable visual metaphor that resonates beyond the immediate product category. The campaign’s hashtag #wakeupdancing not only encapsulates this energizing message but also extends the brand’s presence into digital and social media channels, inviting viewers to engage by discovering how to get their own dancing sloth, thereby enhancing brand recall through a cross-channel activation that seamlessly bridges traditional and new media. This integration of humor and charm with lifestyle aspiration elevates Eve Sleep from a mere household product to a facilitator of joyful, healthful routines, crafting an emotional connection that taps into universal desires for well-being and vitality. The campaign’s tone and creative execution reinforce Eve Sleep’s brand promise with clarity and originality, avoiding clichés while delivering a concept that is both playful and persuasive. Clapboard rates this campaign 71/100 in its global creative archive. This campaign matters because it demonstrates how brands in the House and Garden category can break through commoditized messaging by embodying product benefits in unexpected symbols that invite emotional engagement and social sharing, which is increasingly essential in a fragmented media landscape.

Campaign Proposition

The 'Fixing is Good' campaign for Sugru positions the brand as an enabler of creativity, resourcefulness, and sustainability by highlighting the value of repairing rather than replacing. Sugru, marketed as the world’s first mouldable glue, conveys a brand proposition centered on empowering individuals to fix everyday objects, reinforcing a message that fixing is not only practical but also rewarding and inventive. Through authentic storytelling featuring diverse “fixing heroes” — including a creative mother, adventurous cyclists, and children mending toys — the campaign humanizes the act of repair, elevating it from a mundane task to a meaningful, community-driven activity. Strategically, the campaign taps into growing consumer interest in sustainability, DIY culture, and emotional connection to personal belongings. By showcasing real stories from its global user community, Sugru leverages social proof and relatability to engage an audience who values creativity and environmental consciousness. The narrative approach supports an aspirational yet accessible view of fixing, positioning Sugru as both a practical tool and a catalyst for innovative problem-solving. The focus on everyday fixers rather than abstract brand messaging serves to build trust and inspire action within a niche market of household product users seeking alternatives to disposability. Released in the UK market in 2017 — a period marked by increasing awareness of consumption impact — the campaign’s content medium and storytelling style seek to foster community engagement and encourage ongoing interaction with the brand’s repair-focused ethos.

Creative Device

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on “fixing heroes” drawn from Sugru’s own user community: a creative mother, an adventurous couple, and self-reliant children. The advert celebrates real fixers’ stories, emphasizing their inventiveness, resourcefulness, and everyday successes with Sugru. Rather than focusing on dramatized narratives or explicit demonstrations, the campaign inspires audiences by showcasing relatable users and their authentic solutions, positioning the brand within a likeminded, aspirational community that reflects the product’s identity and core audience. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Loctite – Market Positioning Loctite positions itself as a reliable and professional adhesive brand known for strong, durable bonding solutions across multiple surfaces. It emphasizes industrial-grade strength and versatility, appealing to both DIY enthusiasts and professionals who seek high-performance fixing products for household and specialized repairs.

Gorilla Glue – Market Positioning Gorilla Glue markets itself as a super-strong, durable adhesive designed for tough repairs and long-lasting results. It highlights its versatility and toughness, targeting consumers who want a heavy-duty, waterproof solution for both indoor and outdoor projects, combining ease of use with industrial-strength formulas.

Bostik – Market Positioning Bostik focuses on innovation and sustainability within the adhesive market, promoting its range of household and professional glues as eco-friendly, safe, and effective. They appeal to consumers who prioritize environmentally responsible products without compromising on performance in everyday repairs and construction tasks.

UHU – Market Positioning UHU positions itself as a trusted household adhesive brand with a broad product portfolio, from white glue to super glues and repair putties. It emphasizes user-friendly, precise applications for creative projects and home fixes, aiming to be the go-to brand for quick and easy household repairs.

JB Weld – Market Positioning JB Weld is known for its industrial-strength epoxy adhesives that provide permanent, metal-repair solutions. It targets consumers and professionals looking for a tough, reliable product to fix mechanical parts and household items, differentiating through its reputation for bonding metal and plastic with high heat and chemical resistance.