Master Lock: Shooting padlock, 1974
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You might not remember this 1974 Master Lock ad from the big game’s early days, but it marks the first time a Super Bowl commercial really hit its target. That’s figuratively and literally, since the ad shows a sharpshooter firing a high-powered rifle at a Master Lock padlock, which gets a hole blown through it, but doesn’t unlock. Every thing about the ad feels vintage now, from the don’t-try-this-at-home use of a rifle to the narrator’s stentorian voice. But it was the kickoff of what’s now a Super Bowl big-ad tradition.