It may seem like common sense not to shout your streaming service password in the middle of a crowded supermarket. But alas, things happen. 

A new ad from identity security company 1Password created by Something Massive warns against precisely this behavior. Titled “What Not to Do,” the 60-second spot depicts a man engaging in the seemingly innocuous but dangerous behavior of telling his wife a password over the phone—in a crowded supermarket. 

The spot comically highlights how even those who you think might not be listening could be, opening the door for potential identity theft. The way to avoid this, of course, is by subscribing to 1Password, so your wife doesn’t need to call you for the password to that retirement account from six years ago.

Also read: Tommy Wiseau of cult film ‘The Room’ warns of bad actors in 1Password’s new ad

The commercial kicks off a larger cybersecurity campaign from 1Password, which will culminate later this year with a PGA tour golf-centric commercial. In addition to the ad, 1Password is also partnering with Canadian pro golfer Mackenzie Hughes on ad and social media components.

This is the fourth advertisement from the security company, following a debut spot with Ryan Reynolds.

“As a company, we feel a strong responsibility to raise awareness about identity security risks and encourage strong security habits. To truly connect, we needed to meet people where they are, which is why we partnered with the PGA tour for the 2024 Presidents Cup in Canada. This partnership offers a unique opportunity to educate millions about cybersecurity in an engaging way,” said Melton Littlepage, chief marketing officer at 1Password.

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