Master Lock appeared in the Super Bowl with the very same ad, showing its padlock withstanding a direct hit from a rifle bullet, every year from 1975 through 1983 ("Marksman 2"). And along with the customers it generated along the way, every year it created a few new skeptics.
Its new creative for 1984, seen again in 1985's Super Bowl XIX, turned those doubters to its advantage. In this spot by Cramer-Krasselt, which adapted the original 1974 "Marksman" when it took over the Master Lock account that year, a voiceover reminds Super Bowl viewers how many people had tried to prove its claim wrong -- and failed.
After two appearances for "The Doubters," Master Lock halted its Super Bowl streak at twelve games.
"Over the years, there were other things we felt we should try," Cramer-Krasselt VP John Melamed told the Milwaukee Sentinel in 1994. "We went to spreading commercials across those events and times."
"What we found out," Cramer-Krasselt executive VP Paul Bentley added to the Sentinel, "was that we went invisible."
Master Lock came back for 1988 with Cramer-Krasselt's "Tough Variety."
BRAND: Master Lock
QUARTER AIRED: Q1