W Network bonds with Elmer’s

New on-air promotion for glue brand focuses on ‘bonding moments’

W Network is taking the notion of sticky content to the next level.

The Corus Entertainment network has partnered with Elmer’s Glue on a new month-long promotion built around its Saturday night movies.

Starting this Saturday and running through Aug. 30, the marketing program focuses on “bonding moments”—movie moments that stick with viewers. The 30-second interstitials will appear midway through W Network’s two-hour movie block.

The spots will highlight emotional moments from a series of films, including a couple falling in love in The Notebook, a mother returning to her young child after time away in I Don’t Know How She Does It and a father encouraging his adult daughter in He’s Just Not That Into You. 

Presented by Elmer’s Glue, each spot features the tag “Let’s bond.” The program is targeting women 25-54, and is rounded out by on-air billboards and promotion. Campaign elements drive viewers to Elmers.ca, where they can watch a series of hints on preparing kids for the back-to-school period.

“We love when we partner with a brand that allows for inspired ways to get their messages to audiences,” said Lynn Chambers, vice-president of client marketing for Corus Entertainment. “The ‘Bonding Moments’ campaign is a great example of creativity working to add to our viewers’ enjoyment.”

Elmer’s Glue is a division of Elmer’s Products, an American company whose other brands include Krazy Glue and X-Acto knives and office supplies.

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