Solvite resurrects ad for anniversary

BDH/TBWA is opening its archive and resurrecting Solvite adhesive's original 1978 "man in Miami" ad in a £2 million campaign to celebrate the 25th anniversary of the famous Solvite "man on board" campaign.

Henkel Consumer Adhesives' new spot is part of a six-week spring push that will run on national TV and target 35 million adults during the Easter period.

In the re-creation of the "man in Miami" ad, original footage from the 70s ad introduces the story. It shows the Solvite stuntman stuck to a board dangling from a plane, flying over the Miami skyline.

BDH/TBWA tracked down the original stuntman to appear in the new commercial. The old footage cuts to new scenes revealing the stuntman - now 63 years old, with grey hair and beard - still stuck to the board. The endline reads: "25 years on ... still going strong."

The agency's creative director, Danny Brooke-Taylor, said: "The old ad is one of those that everyone remembers. We wanted to take the opportunity to pay a little homage to it. It was great to track down the original stuntman and recreate the shot."

The ad was written by Brooke-Taylor and art directed by Gary Hulme. It was directed by Dom Murgia through Onward. Media buying and planning is through The Media Shop.


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