Master Lock
From Wikipedia, the free encyclopedia
 |
This article or section needs sources or references that appear in reliable, third-party publications. Primary sources and sources affiliated with the subject of the article are generally not sufficient for a Wikipedia article. Please include more appropriate citations from reliable sources, or discuss the issue on the talk page. This article has been tagged since February 2008. |
- For the professional wrestling move called the Master Lock, see Professional wrestling holds.
Master Lock is the world's largest importer 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 1973, Master Lock ran a famous Super Bowl ad where one of their locks survived being shot by a sharpshooter, thereby proving its durability, thus the slogan "Tough Under Fire". 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.
