Dive Brief:
- 3M’s Command Brand launched a new campaign, "Do No Harm," featuring MC Hammer as the brand’s first celebrity partnership in the brand's 20 year history.
- The campaign includes TV spots with the spokesperson appearing as "the one hammer that hates nails," and implores consumers to use the less destructive products.
- Along with the TV spots will also include social media and digital platforms as well as retail partnerships and promotions.
Dive Insight:
"We needed something to disrupt the way consumers think about hanging things. Many times people just reach for the hammer and nails without considering alternatives," Joe Paul, global business unit manager for Command Brand, told Marketing Dive.
The effort is based around creating awareness of products that don’t require hammering or damaging walls to hang items.
"That’s why we partnered with MC Hammer to put a spin on his iconic catch phrase and challenge people to literally stop hammer time. He provides great break through and fits well with our brand benefit so he’s a perfect partner for the campaign," Paul said.
The campaign should appeal to the nostalgia of Gen X demographic homeowners recalling MC Hammer’s “hammer time” catch phrase and song. One promotion will be a #ThrowbackThursday live event in May at New York City’s Grand Central Terminal.