Genericide has been at the forefront of the news for the past few weeks, with speculation that Google could lose its trademark to the generic use of the word. This week, Velcro has taken center stage in a music video attempt to stop consumers using its name in everyday conversation to prevent it becoming a generic term. The music video states that they have worked hard for more than 50 years to build the brand and they don’t want to lose out. Velcro urges consumers to take a stand, offering them the chance to join its mailing list and help update trademark guidelines.

Velcro has become shorthand for everything from the straps on shoes and gloves to wallets that make that famous ripping sound when you open them, which apparently has bothered the company by infringing on its trademark. The legal team at Velcro would instead like people to use the much-less catchy term “hook-and-loop” to refer to the fastening technology used by non-Velcro products.

“When you use ‘Velcro’ as a noun or a verb (e.g., Velcro shoes), you diminish the importance of our brand and our lawyers lose their *insert fastening sound,*,” the company wrote in the video’s description. “So please, do not say ‘Velcro shoes’ (or ‘Velcro wallet’ or ‘Velcro gloves’) — we repeat ‘Velcro’ is not a noun or a verb. VELCRO® is our brand.”

You can view the video on YouTube by following this link: