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Polycell Launches ‘No More Unsightly Cracks’



18 Feet & Rising spot features a fair amount of ‘bum cleavage’

Polycell Launches ‘No More Unsightly Cracks’

Bum cleavage is the subject of a humorous new campaign by 18 Feet & Rising to launch Polycell Quick Drying Polyfilla Spray, a new product by Polycell.

The campaign, which launches next week online, uses wit and irreverence to show how the spray makes it easy to cover up unsightly cracks around the home. It is the first work by 18 Feet & Rising for the brand since picking up the business last year.

The 30-second ad, called "No More Unsightly Cracks", reveals a man's bum crack as he bends over to do some DIY. His son, who is helping him, is asked to cover a wall crack using the new Polyfilla Spray. The film cuts to a close up shot of the dad's bum crack as he gets up, and it becomes apparent all is not what it seems.

The spot was directed by Simon Willows through Blink, and created by Stephen de Wolf, Alex Delaney and Oli O'Neill.

Samantha Balloch, Senior Brand Manager for Polycell, said: “We are delighted to launch this integrated campaign to support the launch of new Polycell Quick Drying Polyfilla Spray. Many consumers perceive the job of preparing surfaces prior to decorating as a chore.  With this campaign we want to demonstrate how easy it is to fill cracks around the home, whilst bringing some humour and fun into this generally quite functional arena by using a topic that almost every person can relate to.”


Client:                     Samantha Balloch, Senior Brand Manager
Agency:                     18 Feet & Rising
Creative Director:                 Stephen de Wolf
Creatives:                     Alex Delaney & Oli O'Neill 
Agency Producer:                 Emily Hodgson  Julia Methold
Account Director:                 Adrienne Little 
Strategic Business Lead            Rob Ward
Director:                      Simon Willows 
Production Company:             Blink
Production Company Producer:         Tiernan Hanby 
Executive Production Company Producer:     James Bretton
Editor:                     Mark Aarons
Post Production Company:             Electric Theatre Collective 
Post Production Company Producer:     Helen Sutermeister 
VFX Supervisor:                 Andrew Stewart 
Colourist:                     Steffan Perry @ Framestore 
Sound Engineer:                 Tony @ Wave Studios

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