Aussies lined up to try. Creators and personalities including former tradie Tommy Armour (aka “Egg Man”), tradie Matthew Richardson, and Havea Matangi joined members of the public in hanging, heaving, sweating and grunting to pry the items free. But despite their best efforts, nothing budged — proving the brand truth: If it’s Selleys, it works.
Directed by James Dive, the stunt drew crowds and social attention, positioning Selleys Liquid Nails not just as an adhesive, but as a force of nature.
Erin Porter, head of integrated marketing at Selleys Group, said, “Australians have trusted Selleys Liquid Nails for decades. ‘If You Can Take It, It’s Yours’ turns that confidence into a spectacle everyone can see and touch, proving our glue’s strength far better than words ever could. We don’t just tell people it works, we let them see it for themselves.”
Dan Smith, senior art director, Howatson+Company, said, “It’s easy to make claims, it’s harder to invite the entire country to prove you wrong. Gluing a kayak, an arcade machine and a marlin to a wall was about taking Selleys’ iconic ‘If It’s Selleys It Works’ line and screaming it loud. No tricks, no special effects just brute Aussie effort against a canister of glue. And the glue won.”
The stunt is supported by social films, PR, and influencer content that showcase the variety of increasingly creative attempts to “win” the glued-down items. The campaign gained traction online, with creator content sparking conversation and driving strong earned media cut-through, including coverage on news.com.au.
