PROBLEM: The duct tape market is growing thanks to increased usage in construction, building and automotive applications. 3M Duct Tape has great potential as both a business product and a consumer product. We want to play up the fact that our wide variety of products offer strength and reliability, whatever the job. 3M is looking to become the go-to brand for everyone from on-site construction workers to DIY’ers. 

SOLUTION: My concept was to connect the ads toward the science side of 3M, since their tagline is “Science Applied to Life”. With some research I discovered that 3M actually has a history of working with and doing projects with NASA so I thought that the idea of “space” could create good visuals for the ads. Along with using this imagery I wanted to emphasize the strength of the duct tape in an exaggerated way. I thought of situations in which duct tape could be used in space in an over-the-top, not so realistic way, and then applied the tape into the visuals. The exaggeration is also brought into the headline which is “Out of this world strength”. The initial imagery is intended to grab someone’s attention, and then they are meant to want to know what the ad is about. Once they look a little further they see what product is being featured, which is the 3M Pro Strength Duct Tape. Along with this they will also see where they can purchase the product. From seeing this ad campaign I want people to believe in the strength of 3M duct tape and will want to have it in their home for any fixes or repairs.