3M boosts Scotch Tape Strips with TV spots

The Scotch Tape brand is returning to TV as part of an effort by its maker, 3M, to boost sales during the present-giving season.

The national initiative, produced by Grey London, is to promote Scotch Tape Strips and takes a humorous approach using the strapline: "No teeth? No problem."

The three commercials exploit users' tendency to bite tape from a roll.

Each of the spots feature people losing their teeth in a variety of comic situations. However, they still find it easy to wrap their Christmas presents with the strips, which come in a dispenser that fits on to the back of the hand.

All the films were shot by the New York-based production team of Guy Shelmadine and Richard Farmer, who work under the collective title of Happy.

The people taking part in the spots were found during street-casting sessions in Vancouver and were put through intensive rehearsals in an attempt to capture the best comic performances.

The TV burst, which is being supported with print work, was devised by Dave Alberts, Grey's executive creative director, and the creatives John Warwicker, Adam Chiappe, Matt Saunby, Jamie Bell, Chris Rutter, Donna Williams and Susan Mansfield.

Steve Goves, the business manager for Scotch Tape Strips, said: "Grey came up with an arresting and memorable concept that demonstrates how the product makes life easier for consumers."

Media planning and buying is through MediaCom.

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