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‘Don’t Say Velcro’: The company’s lawyers go all-out to reclaim their brand in this music video

‘Now, no matter who else makes it – you still wanna call it ‘Velcro’


You don’t search online, you Google it. You don’t use a bandage, you Band-aid it. You don’t photocopy, you Xerox it.

Velcro has faced a similar problem. Their “scratchy, hairy fastener” was such a stupendous success that even after their exclusive patent expired in 1978, allowing other companies to build similar products, they were all called Velcro by customers.

After all these years, the company has released a spoof music video featuring the its lawyers (in the background) and actors – with a simple message that they hope will, well, stick: Don’t Say Velcro. “When you use ‘velcro’ as a noun or a verb, you diminish the importance of our brand and our lawyers lose their *insert fastening sound*,” they wrote in the song’s YouTube description.

The jaunty, melodramatic song with its 1980s-style video begins:

“We’re a company that’s so successful that everywhere you go
You see a scratchy, hairy fastener and you say, ‘Hey, that’s Velcro!’
But even though we invented this stuff, our patent lapsed 40 years ago
Now, no matter who else makes it – you still wanna call it ‘Velcro’
You think it’s awesome for us, we’re famous
But we’re lawyers and it’s causin’ us grief.”

The name “velcro” was derived by its Swiss inventor George de Mestral by combining the words “velour” (velvet) and “crochet” (hook).

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Bringing your parents into the digital fold can be a rewarding experience

Contrary to popular sentiment, being the tech support for your parents might be a great use of your time and theirs.

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Our belief is that tech is highly learnable. And learning doesn’t stop when you graduate from school. That is why we have designed specific programmes for seniors to embrace technology to aid their personal and professional goals.

— Priyanka Gothi, Founder & CEO, Retired Not Out

Ideas like Retired Not Out promote inclusiveness and help instil confidence in a generation that has not grown up with technology. A positive change in our parent’s lives can be created if we flip the perspective on the time spent helping them operate a laptop and view it as an exercise in empowerment. For instance, by becoming proficient in Microsoft Excel, a senior with 25 years of experience in finance, could continue to work part time as a Finance Manager. Similarly, parents can run consultation blogs or augment their hobbies and continue to lead a fulfilling and meaningful life.

Advocating the same message, Lenovo’s new web-film captures the void that retirement creates in a person’s life, one that can be filled by, as Lenovo puts it, gifting them a future.


Depending on the role technology plays, it can either leave the senior generation behind or it can enable them to lead an ambitious and productive life. This festive season, give this a thought as you spend time with family.

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This article was produced on behalf of Lenovo by the marketing team and not by the editorial staff.