Doner Beautifies Kwikset in Latest Campaign

DETROIT Kwikset, the manufacturer of door hardware, today launches the TV component of a campaign that began earlier this year with two new 15-second spots created by independent Doner of Southfield, Mich.

One spot, “Briefcase,” shows close-up details of a Kwikset handle, before the camera pulls back to show that the handle is attached to an elegant leather briefcase. A voiceover declares, “Given it’s titanium-strengthened components, elegant design, and advanced anti-pick engineering, you can understand why some people don’t stop at the front door.” The spot closes with the tagline, “The beauty of strength.”

Spots will air on HGTV, TLC, the Sci-Fi Channel, TBS and Discovery. The client spends $2-3 million annually on ads, per TNS Media Intelligence/CMR.

“In order to separate ourselves from the competition, we needed to tap into what inspires people to buy door hardware,” said Sandy Vandall, vice president of marketing for Kwikset, in a statement. “This campaign not only delivers a very unique visual presentation, but strategically aligns with our customer’s mind-set.”

The campaign includes TV, trade and consumer print ads, Web executions and trade show materials. All elements feature Kwikset lock sets and doorknobs placed on stylish and valuable objects where they would not normally be expected, such as jewelry boxes and vintage cars.

Print appears in consumer publications including Country Home, Southern Living, Sunset and This Old House.