Recording Artist Challenges People to ‘Stop Hammer Time’ as Brand
Ambassador
ST. PAUL, Minn.--(BUSINESS WIRE)--
To celebrate 20 years of providing damage-free organizing and decorating
solutions, Command™
Brand from 3M has partnered with pop culture icon and “U Can’t Touch
This” musician MC Hammer to help launch the brand’s new Do. No Harm.
integrated marketing campaign. For the brand’s first celebrity
partnership, Command Brand chose the one and only “Hammer” that hates
nails to empower consumers to put away the toolbox and hang fearlessly
without damaging walls.
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Behind the scenes with MC Hammer on the set of the Command Do. No Harm. Campaign shoot (Photo: Michael Simon; StarTraks Photo)
“You shouldn’t have to stress about decorating and organizing to get
your space the way you want it; and currently, many people delay or
totally avoid doing so because they fear damaging their walls,” said Joe
Paul, global business unit manager for Command Brand. “We’re really
excited that Command Brand has joined forces with MC Hammer to help
consumers stop hammer time and tell them that there is a better way to
hang – damage-free with Command Products.”
“As a homeowner, there is nothing worse than ruining a wall with a bunch
of nail holes,” said MC Hammer. “That’s why I’m pumped to partner with
Command Brand on the Do. No Harm. campaign. Command products give
me the freedom to easily hang things; and if I need to make a change,
they remove cleanly so I know I can get it just right without stressing.
That’s that ‘TADOW’ feeling.”
The Command Do. No Harm. Campaign
The Command Do. No Harm. campaign and partnership with MC Hammer
kicks off today with a new television spot and an arsenal of content
developed for the Command Brand social and digital platforms, retail
partnerships and promotions. In the first of three commercials, hitting
network broadcast and cable networks nationwide on April 25, 2016 MC
Hammer jumps out of a toolbox in a humorous approach to save a homeowner
and her wall from destructive nails.
View
the new ad.
View
the new digital hub.
“The new Command Do. No Harm. campaign is a big shift for the
brand,” said Paul. “We moved away from airing really instructional spots
to more breakthrough, playful creative that will challenge consumers to
rethink the way they hang things today. Our media investment includes
placement on network television giving us higher levels of reach. We
expect this, coupled with the MC Hammer partnership and surrounding
campaign support, to drive increases in brand awareness and
consideration.”
To celebrate the integrated campaign, Command Brand will host a
#ThrowbackThursday event with MC Hammer on May 19, 2016, at Vanderbilt
Hall in New York City’s Grand
Central Terminal. Open to the public, those in attendance are
invited to don 90s nostalgia garb and record a short lip-syncing video
of MC Hammer’s signature song with the artist himself*. In addition,
there will be product giveaways and interactive photo and video booths
on site. Those outside of New York City can still join in on the fun!
Follow Command Brand on Twitter
and Instagram
for photos and videos from the event, and share your own throw back
using #DoNoHarm.
For more information on Command Brand, the Hammer partnership and event
at Grand Central Station, visit Command.com.
*First-come, first-served basis
About 3M
At 3M, we apply science in collaborative ways to improve lives daily.
With $30 billion in sales, our 90,000 employees connect with customers
all around the world. Learn more about 3M’s creative solutions to the
world’s problems at www.3M.com or
on Twitter @3M or @3MNewsroom.
Links
Visit
the Command Do. No Harm. campaign media room
Visit
Command.com
Like
Command Brand on Facebook
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Command Brand on Twitter
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Command Brand on Pinterest
Follow
Command Brand on Instagram
Subscribe
to the Command Brand YouTube channel
3M and Command are trademarks of 3M. ©3M 2016.
View source version on businesswire.com: http://www.businesswire.com/news/home/20160425005388/en/
Source: 3M