Rapper MC Hammer is donning his shiny hammer pants again in a new campaign for 3M's Command strips.
The campaign, "Do. No Harm," from Grey New York, fully maximizes the
pun potential of the "U Can't Touch This" and "Too Legit to Quit"
artist's name and catchphrases. read more and watch video after the cut.....
In the first of three TV ads, debuting today, Hammer, fully decked out
in his '90s regalia, pops out of an apparently magical toolbox to the
surprise of a woman who's hammering nails into her wall to hang artwork.
He tells her to "Stop hammer time," and use Command picture hanging
strips instead, because, "This hammer hates nails." When she marvels at
the unblemished wall, courtesy of Command strips, he says (what else?),
"Hammer don't hurt 'em."
The campaign is a shift away from the Command's previous TV ads, which
were more instructional and explained how the strips worked, to a more
playful creative.
"We still have relatively low brand awareness, so our goal is to
accelerate that, and to change the way that consumers think about
hanging things," Joe Paul, global business unit manager for Command
Brand, told Adweek. "To bring that to life, we turned to MC Hammer.
We're partnering with him because we're literally on a mission to stop
hammer time. We need a shot in the arm, and we think MC Hammer is going
to be disruptive."
The campaign also includes social and digital content, including "Ask Hammer,"
a series of videos on Command's website, and a #ThrowbackThursday event
hosted by Hammer at Grand Central terminal in New York on May 19.
Attendees can don '90s garb and record short lip-syncing videos of MC
Hammer's signature song with the artist himself.
watch video here...
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