With over 2,000 documented makes use of, WD-40 is one thing many individuals use to repair their creaky doorways or take away squashed bugs from a windshield. Nevertheless, the model and Indian company Sideways have provide you with one other artistic—and yeah, pretty unlawful—use for the legacy product.
The model launched a one-minute spot titled “Jail Break,” which follows a person as he tries to fabricate a contraption to assist him get away of his jail cell. Selecting up supplies akin to a fork, items of steel and a sling shot, the person sneaks his contraption into his cell and makes use of it as a approach to choose up a can of WD-40, notably bypassing a set of ostensibly helpful cell keys in favor of the product. The quirky advert ends with the prisoner discovering freedom due to some busted rust and just a little ingenuity.
“Any temporary from [parent company] Pidilite comes with a possibility and a duty to do solely probably the most wonderful promoting,” Nilay Moonje, govt artistic director at Sideways, mentioned in a press release. “Such is the consumer relationship and our personal expectation. Whereas we joked about some utterly ineffective concepts, we stumbled upon [the] thought, ‘What if a man needs to get out of jail however can’t due to the rusted door? Then he gained’t want the important thing, would he?’ And one ridiculous thought led to the following.”
Breaking into new branding
WD-40 has not solely been round for many years, however has gone via a number of rebrands in recent times. Though the model has put quite a lot of thought into its rebrands with a Specialist line of the product and a brand new search for the can, it goals to proceed branching out in offering entry to this multi-use product, not solely in India, however worldwide.
“WD-40 is an iconic product with magical powers with 1,000,000 use instances. I consider it ought to be in each family,” Abhijit Avasthi, co-founder of Sideways, mentioned in a press release, “With this movie we hope to construct an endearing, enjoyable persona for the model which is able to assist enhance its adoption. It’s obtained a trademark Pidilite narrative type—demo with humor.”
You possibly can view the spot, “Jail Break” on the model’s YouTube channel.
