The campaign, via San Diego-based VitroRobertson, the campaign pits the SmartKey re-key process against no-brain tasks like changing a light bulb, tying a necktie, or lighting a barbecue. The SmartKey process wins. The message is that with SmartKey, consumers can re-key their locks quickly and easily for improved security.
The company says the campaign reflects research suggesting that consumers view the subject of re-keying complex and that straightforward product demonstrations solve that problem.
The TV spot started on Monday on cable networks like HGTV, TLC, the DIY Network, CNN, A&E and ESPN. Exclusively on Scripps Network affiliates, there also will be a
customized 30-second vignette to complement the broadcast spots. --Karl Greenberg