Schlage: "Infomercial"

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. “So strong, they’ve never taken pictures of their food.” Or, “so strong, they’ve never given in and bought a minivan.”
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 (StrongHasAName.Tumblr.com). Beyond just the video content, the page will include posts highlighting all manner of other “strong” things—Spotify playlists, memes, recipes, tips on making stronger coffee, etc.

The content will also live on Schlage’s YouTube page (YouTube.com/SchlageLocks), 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.