Schlage Film Infomercial by Tool Of North America, Young & Laramore

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Industry Household maintenance & pet products, Alarms & Locks
Media Film
Market United States
Agency Tool Of North America
Agency Young & Laramore
Director Jd Walsh
Executive Creative Director Carolyn Hadlock
Creative Director Bryan Judkins
Art Director Zac Neulieb
Copywriter Scott King
Creative Adrienne Bailey
Account manager Lucia Bayt
Editor Chrome - Adam Parker
Released May 2013

Credits & Description

Schlage (locks) was looking to increase awareness and drive preference for their brand at retail. Y&L developed TV and online video content to humorously convey the importance of owning a strong lock.
Young & Laramore developed 11 videos which all personify strength. Each vignette takes place in fairly average setting, with fairly average people, but incorporates the Schlage touchscreen deadbolt as a character in every scenario. A shortened version of the TV end sequence was added to the end of each segment to create a unified visual aesthetic across the TV and online content.
Each piece ends with a super and matching voiceover describing, in a humorously deadpan tone, just how strong the locks are. âSo strong, theyâve never taken pictures of their food.â Or, âso strong, theyâve never given in and bought a minivan.â
The 11 full-length vignettes will also be supported by six short Vine videos, which will be disseminated through the Vine app.
To house the content and further the campaign, Y&L is creating a custom Tumblr page ( Beyond just the video content, the page will include posts highlighting all manner of other âstrongâ thingsâSpotify playlists, memes, recipes, tips on making stronger coffee, etc.
The content will also live on Schlageâs YouTube page (, and will be distributed through major online channels and social networks using the hashtag #SchlageMeansStrong. Y&L and Schlage will be collaborating to distribute the content through various social promotions.
The content campaign launches May 20th.
Category: Household, garden & pets
Client: Schlage
Agency: Young & Laramore, Indianapolis
Country: United States of America
Director: JD Walsh
Executive Creative Director: Carolyn Hadlock
Creative Director: Bryan Judkins
Art Director: Zac Neulieb
Copywriter: Scott King
Creative: Adrienne Bailey
Executive Producer: Josianne Cote
Account Director: Brad Bobenmoyer
DoP: Julie Kirkwood
Agency Producer: Amy Jo Deguzis
Editing Company: Cutters LA
Editor: Adam Parker
Account manager: Lucia Bayt