Master Lock ran Super Bowl ads every year from 1974 through 1996 ("Something's Happening") except 1986 and 1987. That pullback didn't go over well, as Paul Bentley and John Melamed of Master Lock agency Cramer-Krasselt later told the Milwaukee Sentinel:
"That management team is gone," Bentley noted wryly. "There was an uproar from the sales for those years and lots of calls for Master Lock to return," Malamed said."
Once it did come back in 1988, Master Lock broke precedent in another way: After using "Marksman 2" from 1975 through 1984 and "The Doubters" in 1984 and 1985, it brought this ad via Cramer-Krasselt to the Super Bowl just the once.
It would be followed in 1989 by Cramer-Krasselt's "Lock Abuse," which continued in the game through 1992.
BRAND: Master Lock