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.

Media Articles

Cineplex asks: Will lightning hit world’s biggest popcorn bag?

Promotion in Windsor builds on #WeatherOrNot campaign

3D printed origami birds burst out of Kubo shelter ad

Isobar, Astral drive bus passengers' attention to eOne movie poster

Plastic Mobile sends U.S. startups a Canada starter pack

Self-promo effort was designed to boost awareness of Canada's tech scene

On The Move: Hires at Twitter Canada, Initiative, The Idea Suite

A weekly update of who's headed where in Canadian marketing and communications

Shomi: The data

Streaming video service releases aggregated user info to mark one-year-anniversary

Twitter Canada announces new head of news and government

Former politican and journalist Jennifer Hollett takes over for Steve Ladurantaye

CRTC issues order for simsub removal

Regulator says no new evidence to suggest broadcasters can't benefit from ad sales

Rio Games attract 32.1 million Canadians

Men's 200m final the most-watched event