what is ‘hook and loop‘? well it’s exactly like velcro but you can’t call it velcro. the manufacturer of mechanical based fastening products explains why in their new don’t say velcro campaign, an all-singing music video with all the vital traits to go viral – a confrontational title, an annoyingly catchy song and the most important, shock factor.

velcro don't say velcro campaign hook and loop designboom

the tongue-in-cheek campaign explains what velcro really is

 

 

the video features the brand’s legal team, reminding us that ‘velcro‘ and the well known adhesive technology used to fasten our first pairs of shoes are in fact two different things. one verse sings, ‘but even though we invented this stuff, our patent lapsed forty years ago. now no matter who else makes it, you still want to call it ‘velcro’. there is also a behind the scenes video of the campaign.

 


behind the scenes video of the don’t say velcro campaign

 

 

the lyrical genius of the don’t say velcro campaign uses humour to communicate an efficiency in language known as generification, and whilst this example dresses it up in parodic clothing, it’s actually a brands’ worst nightmare. the generic use of a brand in place of a noun or verb is thought to diminish the connection between a brand and its’ consumers. the same way that ‘hoover’ is not interchangeable with any other general vacuum device we might employ or that all tissues are not kleenex. even google is fearful that the use of its name as a verb could become a generic term for web search.

    have something to add? share your thoughts in our comments section below.

    comments policy
    LOG IN
    designboom's comment policy guidelines
    generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
    the correction is at the discretion of the post editor and may not happen immediately.

    what if you disagree with what we or another commenter has to say?
    let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

    - please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
    - please don't personally insult the writers or your fellow commenters.
    - please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
    - please don't include your website or e-mail address in your comments for the purpose of self-promotion.
    - please respect jury verdicts and do not discuss offensively on the competition results
    (there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
    in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
    the best 100-200 entries too.)

    a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.

    design news