UHU GLUE: STUCK TUNE

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Released:	December 2007
Advertiser:	A.W. FABER-CASTELL
Brand name:	UHU GLUE
Agency:	Y&R Malaysia
Country:	Malaysia
Category:	Household
Tags:	Kuala Lumpur

Credits:

Advertising Agency: Y&R MALAYSIA, MALAYSIA, Kuala Lumpur
Creative Director: Rahul Mathew
Scriptwriter: Rahul Mathew
Agency Producer: Jenny Lim
Account Supervisor: Vi-Vien Kuah
Advertiser's Supervisor: Felicia Teoh
Sound Engineer: Stefan


Script in English
SFX: A short song, with the only lyrics being U-Hu, is played at the beginning and end of each commercial break. After several airings, we hear:

ANN: That tune stuck in your head is brought to you by U-Hu glue.
U-Hu. Nothing sticks better.
Brief Explanation
Our media plan highlighted the need for radio to have a more significant role in our communication. Even more so with the increase in traffic congestion and hence the increase in travel time. Radio shows now have regular and devout listenership. We needed to use radio to illustrate the strong adhesive nature of U-HU glue. While a spot merely stating the same is an option, we thought one needs to make the listener experience the adhesive nature. What if we could actually get something to stick in their head? Maybe the name of the product itself.