Schlage: Ex-Girlfriend

The spot opens in the lock aisle of a big box home improvement store, where a customer is deciding between a Schlage lock and a different brand. It then flashes back to a...colorful breakup between the customer and his girlfriend in a restaurant, illustrating why someone would pay a little more for the stronger, more durable Schlage lock. The campaign also launches a new tagline for the brand: “Schlage: Strong Has a Name” to reinforce brand positioning and the importance of buying a strong lock.

Advertising Agency: Young & Laramore, Indianapolis, United States
Creative Director: Bryan Judkins
Art Director: Zac Neulieb
Copywriter: Scott King
Brand Action Strategist: Adrienne Bailey
Account Director: Brad Bobenmoyer
Account Manager: Lucia Bayt
Associate Media Director: Shannon Quinn
Media Supervisor: Megan Suttile
Agency Producer: Amy Jo Deguzis
Production Company: Tool of North America
Director: Sean Ehringer
Producer: Leanne Amos
Director of Photography: Jim Denault
Editorial: Cutters LA
Editor: Adam Parker
Exec. Producer: Josianne Cote
Animation/End Tag: Imaginary Forces
Creative Director: Michelle Dougherty
Producer: Melissa Johnson
Published: May 2013


kleenex's picture
33031 pencils


certaintly's picture
4056 pencils

couldve been better

Vladislav's picture
2409 pencils

Memes are popular. An overly attached girlfriend.

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