AWSI: 3M & Command Nails It with New Spokesperson…

Command hooks are an awesome invention. They adhere to a wall without hardware (nails, screws) and leave no marks (that’s right, you can put the hammer and putty knife away). In a week where we are celebrating the life and creative work of one Minnesotan (see Tuesday’s Two Princes post), we are giggling with delight as we experienced a very creative campaign from an unexpected source: The Minnesota Mining and Manufacturing Co. (AKA 3M) for their Command brand.

Today’s AWSI is about the Command line’s partnership 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.

New campaign nails it!

New campaign nails it!

The spot is hilarious and definitely hits upon the mental images that MC Hammer conjures up (as seen on TV using the way-back machine). Parachute pants? Check!

MC Hammer 3M Command

MC Hammer talks to DIYer.

It’s the Hammer that hates nails!

In a nice play on words, the MC Hammer in a toolbox lets the DIY lady know, “Hammer hates nails.” The point he’s drilling home is you can hang fearlessly without damaging walls.

Notable: We found out part of the Do. No Harm campaign is a special #ThrowbackThursday event with MC Hammer on May 19, 2016, that is taking place 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.

We applaud the creativeness of this campaign which we feel is a nice attention getter / breakout for 3M and Command. Plus, it just might bring parachute pants back into style… or not.

Thanks for reading and #SCMF

—The Gang

Here’s a #Throwback video of “Hammer Time.”

And if you are really curious, here’s more on the owner of the Command brand, 3M. On their website, 3M places an emphasis on “science.”


3M Science. Applied to Life.™

3M is a global science company that never stops inventing. Using 46 technology platforms, our integrated team of scientists and researchers works with customers to create breakthroughs. Our inventions have improved daily life for hundreds of millions of people all over the world.

So they very much want to connect to our day-to-day challenges.

Their list of brands will bring a smile to your face as proof points that yes, 3M very much a part of everyday life. Their brands include: Scotch, Post-it, Scotchgard, Thinsulate, Scotch-Brite, Filtrete, and Command.

Ready for a really fun bonus track? Check out PSY and MC Hammer – “Gangnam Style/2 Legit 2 Quit” from the American Music Awards (AMA).


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  1. […] the timing is kind of disturbing. We wrote about his work for 3M’s Command line which we described as […]

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