Command™ Brand from 3M Launches New Campaign with MC Hammer
April 25 2016 - 8:18AM
Business Wire
Recording Artist Challenges People to ‘Stop
Hammer Time’ as Brand Ambassador
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.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20160425005388/en/
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 roomVisit
Command.comLike Command Brand on FacebookFollow Command Brand on
TwitterFollow Command Brand on PinterestFollow Command Brand on
InstagramSubscribe to the Command Brand YouTube channel
3M and Command are trademarks of 3M. ©3M 2016.
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version on businesswire.com: http://www.businesswire.com/news/home/20160425005388/en/
Hunter Public Relations on behalf of 3MElizabeth
Mitoloemitolo@hunterpr.comOffice: 212-679-6600 x 242Cell:
330-774-8484orErin Bix3M Communications Managerebix@mmm.com651-
736-2406
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