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.
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