Master Lock
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- For the professional wrestling move called the Master Lock, see Professional wrestling holds.
Master Lock is the world's largest manufacturer of padlocks, combination locks and related security products for automotive and outdoor needs including home and yard, contractors, power sports, campus and bike needs. An operating unit of Fortune Brands, Inc., Master Lock Company LLC was formed in 1921 by inventor Harry Soref, and is headquartered in Milwaukee, Wisconsin.
In 1974, Master Lock ran a famous Super Bowl ad where one of their locks survived being shot by a sharpshooter, thereby proving its durability. Master Lock would continue running similar ads during future Super Bowls, spending almost their entire annual marketing budget on the single commercial. [1] Later, Master would incorporate the image into one of the first real-life examples of a blipvert in 1998 - though no harmful physiological effects were reported in viewers.[2]
Recently the Discovery Channel's MythBusters tested this famous ad by shooting a Master Lock padlock by a rifle, capturing the results on film. As the famous Super Bowl ad depicted, Master Lock passed the test by surviving the gun shot.
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[edit] Towing Troubles
In 2006, Master Lock did their annual study on towing safety to see how many Americans tow their cargo correctly. The study, “Towing Troubles,” included responses from trailer owners across the country and found that while the majority of trailer owners believe they know what they’re doing when it comes to towing, most were lacking the proper education. Master Lock reported that 70 percent of trailer owners did not fully know the correct way to tow their cargo. [3 ]
Master Lock also partnered with Nascar Nextel Cup Series driver, Jeremy Mayfield to help increase towing safety awareness.
[edit] NightWatch Deadbolt
The NightWatch is a deadbolt created by Master Lock designed to prevent intruders from entering a home, even if they have a copy of the house key. By depressing the safety button and pulling the deadbolt away from the door to activate the lock, the NightWatch will protect a home against all types of picking, including lock bumping. 4
Additionally, Master Lock learned in a 2006 study that 64 percent of homeowners have knowingly circulated their keys outside of the family, including car mechanics, first time babysitters and valet parking attendants.
