Command Marks 20th Year with MC Hammer Collaboration

Its first celebrity partnership, the Command push aims to empower consumers to put away the toolbox and eliminate wall damage.

3M-owned home decorating solutions provider, Command, has signed on with pop culture icon, MC Hammer, to launch its latest integrated marketing campaign themed Do. No. Harm. The brand’s first celebrity partnership, the push aims to empower consumers to put away the toolbox to eliminate damage to walls.

The effort has debuted with a new television spot, social and digital content, retail partnerships, and promotions. In the first of three commercials hitting network broadcast and cable networks nationwide, the artiste is seen jumping out of a toolbox in a humorous approach to save a homeowner and her wall from destructive nails.

“You shouldn’t have to stress about decorating and organising to get your space the way you want it. Currently, many people delay or totally avoid doing so because they fear damaging their walls. We’re really excited to have joined forces with MC Hammer,” said Joe Paul, Global Business Unit Manager at Command Brand.

To celebrate the initiative, Command will host a #ThrowbackThursday public event with the star on 19 May 2016 at Vanderbilt Hall in New York City’s Grand Central Terminal. Attendees are invited to don 90s nostalgia garb and record a short lip-syncing video of Hammer’s signature song with the artiste himself.

Additionally, product giveaways and interactive photo and video booths will also feature. Fans interested in connecting with the campaign can do so by via Twitter and Instagram for event photos and videos as well as share their own ‘throwback’ using the hashtag #DoNoHarm.