Flex Seal, the internet's most famous home improvement brand, has just dropped a campaign for its latest product, Flex Paste Clear.
Starring Flex Seal CEO and Spokesman Phil Swift, a new spot showcases the power of the brand's new transparent rubberized sealant paste, which can reportedly stick to any surface and instantly seal out air, water, and moisture.
In a press release, Swift highlighted exactly what Flex Paste Clear is capable of.
"Flex Paste Clear will never shrink, crack or peel… It's virtually invisible. It can be applied on wet surfaces and won't wash away… it even works underwater!"
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These claims were proven with the brand's latest viral stunt: a full-sized functioning newspaper boat.
Perfect for creative projects, home repairs, or vehicle maintenance, the product's Advanced Hydrophobic Formula makes Flex Paste Clear suitable for all indoor and outdoor applications.
The new product is available now at Ace Hardware and will arrive in other major retailers in the near future.
Meanwhile, last September, home improvement retailer Lowe's launched a campaign starring NFL athletes Travis Kelce and Jason McCaffrey.
Another Marketing Success
The Flex Seal brand is best known to audiences for its famous Flex Tape commercial.
Launched in 2017, the original viral ad has gained over 34 million views as of January 2025.
It has also spawned hundreds of thousands of photos, GIFs, and videos that have circulated the internet, thanks to its memeable format.
Back in 2020, the brand launched another viral ad for the original Flex Paste, where Swift took a chainsaw to a barrel full of water before repairing the leak instantly.
The video has upwards of 20 million views at the time of writing.
Now, the brand's latest commercial aims to capture lightning in a bottle once again.
Over a two-minute runtime, Swift gets straight to the point delivering simple product demos with his signature friendly demeanor.
He demonstrates how Flex Paste Clear can be used on glass, tile, and DIY projects before moving on to the brand's biggest stunt yet: a working newspaper boat.
The boat calls back to a 2018 commercial, where he created a boat with a glass bottom using only Flex Tape Clear.
Flex Seal has remained relevant through the years thanks to its dedication to crafting entertaining content that's perfect for online consumption.
With this latest effort, the brand once again demonstrates its mastery over viral video marketing strategies.
