Saw the post-it notes commercial with the squirrel keeping track of where it had stored its nuts. Interesting BUT did not really illustrate how real humans can use the product more creatively or usefully.
Saw one showing on CNBC and another on MSNBC -- MMM must be targetting the cable tv people.
Still looks like MMM needs to effect a major shakeup in its marketing department. Fire half of them and tell the remaining half to get some results in two weeks or they go too.
3M went through some major marketing angst in 1989-1990 during the last "recession". Seems upper mgt was concerned that no one knew who 3M was, they had done such a bang-up job developing brand awareness for things like "Post-It" and "Scotch" that no one knew it was really 3M behind it. They were pushing "3M Innovation" on billboards and and stuff.
The squirrel ad, while cute, doesn't really tell the whole story. It does, however, communicate a use (remind notes) and its simplicity of use (even a squirrel can use it).
In my business, we say something is so simple even Marketing can do it.