Company: Master Lock
Super Bowl Appearance: Jan. 13, 1974
If you've ever used a lock, odds are it was a Master Lock.
The company's dominance in the market can be partially traced to this advert which aired way back during Super Bowl VII.
The brutal simplicity of the spot convincingly showcased the durability of Master Lock's products, and variations on this simple format would run all the way through the mid-90s.
The company would frequently spend their entire marketing budget for the year on the one Super Bowl commercial. By 1998, the cost of a 30-second spot had become too exorbitant for Master Lock, so they innovated by creating one of the first one-second commercials.
The company almost nixed the first ad amidst concerns over how it would be received, but lucky for them, they stuck with it.
"There was all sorts of concern over whether it was sending the wrong message by having a bullet go through their lock," Joe Berner of agency Campbell Mithun, who created the original advert, told the Journal Sentinel. "But gradually, they saw it was a pretty damn good idea—a thief couldn't just shoot it away."
From 1934 to 1994, the company's annual sales increased by roughly $165 million.