Gorilla Glue has launched its first national TV ad campaign on cable channels that speak to its do-it-yourself fan base, such as HGTV and DIY, as well as The History Channel, Animal Planet and Fox News. The spots from the Possible agency in New York feature a grunting gorilla mascot. "The trick is he's tough, but friendly. He doesn't have patience for short cuts. He wants to do a job right. He's a good gorilla and wants to help people," said Possible Chief Creative Officer Lucas Peon.
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