Masterlock unveiled a rebranding and new ad campaign. The creative work is from agency Laughlin Constable and the national campaign is the first for the brand in decades.  

The rebranding includes new packaging and merchandising that will roll out later this year.  

The company’s new brand idea is “Master It,” designed to reposition Masterlock toward the core value of responsibility.  

Ads in the new campaign end with the tagline, “If it means something, master it.”  

Ads tell different stories of responsibility including a dad leaving his job at a work site to coach his son’s little league team, a worker heading home to practice with his band and a spot focused on a gun safe.  

The gun safe spot starts with a frame of two guns—a water pistol and a real handgun—followed by a graphic that asks, “What’s the difference between these two guns?” The following graphics answers, “to a five-year-old there isn’t one.” The spot ends with a gun being stowed securely in a gun safe with a Masterlock lock.   

Spots will run across CTV, paid social, streaming audio and podcast.