The Super Bowl Ad That Worked so Well It No Longer Needs to Be in the Big Game

Master Lock pays homage to its classic 'Tough Under Fire'

a red lion with a master lock in its mouth
The brand featured the same ad in the Super Bowl for 10 years, but it's been absent from game day for 23 years now. Master Lock

The annals of Super Bowl commercials contain no shortage of pop culture moments.

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.