Command Strips

For too long, people have yanked their Command Strips off the wall, with the paint coming with it. Well now, the Strips are taking a stand against the blame for wall damage due to misuse. Their poignant campaign educates users on proper removal (pulling Down, Not Out) to highlight their dependability when used correctly… If you’d just give them the chance!

Expressing the Command Strip’s frustration and betrayal in collaboration with Teddy Swims, known for his cathartic pop power ballads.

With lyrics that resonate emotionally, while also explaining the directions for proper strip removal, such as:

I’m just a strip in the wrong hands,

Misused, accused, by careless plans.

You pull out, not down, you cloud with doubt,

But I’m made to pull Down, Not Out.

Read the guide, take it slow

Pull me down, let me go

In the quiet, find the route

There’s a way - Down, Not Out

Using TikTok’s Gesture ad feature to let users pull down their screens, unlocking a discount that encourages giving the Strips another chance.

Art Director: Ethan Davidson

Art Director: Romina Reyes Nunez