Long-running Super Bowl advertiser Master Lock debuted a new creative execution for 1989's Super Bowl XXIII: Cramer-Krasselt's "Lock Abuse," a sequence of assaults on locks set to Mozart, replacing the "Tough Variety" pitch that returned the brand to the big game after a two-year absence.
"Lock Abuse," which like "Tough Variety" was created by Cramer-Krasselt, had three more Super Bowl appearances ahead of it before rotating out in favor of the shop's "I'd Leave" in 1993. All the spots conclude with arguably the most iconic few seconds of Super Bowl advertising: footage of a Master Lock padlock remaining closed after a direct hit by rifle bullet.
BRAND: Master Lock
QUARTER AIRED: Q1