The Command brand of picture-hanging strips is moving away from its “stop hammer time” slogan with MC Hammer to “make it work!” with Tim Gunn of "Project Runway."
“Make it work!” is the signature phrase used by Gunn on the program to inspire contestants. For Command, the idea is to motivate consumers to get over their picture-hanging fears.
Developed with at Colle + McVoy, the integrated marketing campaign supports the organizing solutions brand with three national TV spots, social and digital content, retail partnerships, and promotions focusing on the brand's adhesive Command Picture Hanging Strips. The TV spots use Gunn as a voiceover before ending with a shot of him stating “Do. No Harm."
Have a look here.
There will also be a PR-driven partnership with members-only lifestyle platform Gilt that will include a branded content push and NYC pop-up shopping event April 12-14.
This expanded investment serves as an evolution for the brand and its initial “Do. No Harm" message that shifts the strategy away from direct-response TV to a more seasonally focused investment.