Command Strips
Insight: For too long, incorrect usage has resulted in Command Strips being yanked off walls, with the paint coming with it.
Idea: Down, Not Out - The Strips are taking a stand against the blame for wall damage due to misuse. Their poignant campaign educates users on proper removal to highlight their dependability… 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