Master Lock continues its two-decade Super Bowl streak, save for some absenteeism in 1986 and 1987, with this ad from Cramer-Krasselt in Milwaukee, a new execution to take the place of 1993's new spot "I'd Leave."
"The Super Bowl is more than football," Cramer-Krasselt VP-Account Supervisor John Melamed told the Chicago Tribune's George Lazarus before the 1994 game, explaining Master Lock's persistent presence. "It's an American holiday."
As Lazarus also pointed out:
It doesn't hurt, of course, that Master Lock's commercial runs in the first quarter when there isn't any problem of a blowout, an issue that advertisers in the second half of a game must contend with.
Super Bowls would become more competitive in later decades, with the pivot nicely symbolized by Computer.com 1999 ad, which was stuck running during the final two-minute warning but lucked into an exciting finish ("Nephew").
Master Lock would repeat "Security" in 1995. In 1996, the run would conclude with a frightening new commercial, "Something's Happening," where it seems like many of the locked-down environments of "Security" have gone to hell.
BRAND: Master Lock
QUARTER AIRED: Q1