Sellotape's first TV advertising for more than 20 years aims to focus consumer attention on the 65-year-old brand rather than on sticky-tape as a whole.
The three-week campaign is part of a £1.2m marketing push for the brand, which even has its own entry in the Oxford Dictionary.
Targeted at an audience of four million ­ primarily women aged 30 to 35 ­ the ads will run during GMTV and will be followed by further bursts of TV activity in the autumn back-to-school period and in the run-up to Christmas. They feature a mind reader', who challenges viewers to describe a roll of Sellotape and close on the strapline: There's only one Sellotape'.
German giant Henkel acquired the Sellotape Company last year.