Kwikset Gains TV Reentry

Fogarty Returns Security Specialist to Home Screens
DALLAS–A throwback to James Bond is Fogarty Klein & Partners’ means of promoting a home keyless remote entry system developed by one of the Houston shop’s newest clients, Kwikset Corp.
Called AccessOne under Kwikset’s Titan brand, 15- and 30-second spots broke last week on national and regional cable. There were also spot buys in Dallas, Atlanta and Orlando, Fla.
According to Fogarty vice president and creative director Tom Gates, the key targets were those most apt to accept a new type of technology for home security. That led to the “Double Agent” ads, in which a dashing man in a smart tuxedo hurtles his sporty convertible–with a beautiful woman at his side–through harried turns on city streets.
But instead of fleeing from Dr. No or Goldeneye, our hero is hurrying home. The man is shown opening his front door on the run, thanks to his AccessOne keyless remote lock, in order to grab the theater tickets he left behind.
The tagline is: “Get a lock on the future.”
“Our focus is on building the Titan Access-One brand and reinforcing the ease and convenience of remote access security in a fun and humorous way,” said Gates.
The ads are the first television commercials for Black & Decker-owned Kwikset in five years. Billings were undisclosed. Kwikset spent $2.1 million in media buys in 1994, the last time it backed a TV campaign.
Anaheim, Calif.-based Kwikset hired Fogarty earlier this year after six months of talks with agency principal Rich Klein led to formal spec presentations in December.
Kwikset is one of the leading home security lock firms in the country, with perhaps 40 to 50 percent of U.S. households using Kwikset products, according to the agency.
Tom Monroe was the executive creative director on the campaign. Other credits go to Gates, art director Craig Sylva, copywriter Dave Steinbach, producer Jin Chung and director Clay Peres.