A man at a grocery store checkout loudly spells out a complex password over the phone. It includes uppercase letters, numbers, and a dollar sign. He also mentions he doesn’t use two-factor authentication. The cashier, Clara, looks concerned. She explains he’s putting himself at risk of identity theft. Clara shows how 1Password can share sensitive data securely with trusted people, like his wife, instead of shouting it in public.
Another man suggests using the same password everywhere. Clara shuts that down too, warning it makes all accounts vulnerable. An older woman overhears and asks for his mother’s maiden name—another red flag. His card is declined. He sighs, saying “Not again.” The cashier gives him a knowing look. The ad ends with “Security is complicated. 1Password isn’t,” as he awkwardly asks about the app.
The Formula (That Works at Any Budget)
Painful truth = People handle passwords carelessly
The ad shows what happens when someone overshares login info in a public setting and doesn’t take basic precautions like two-factor authentication.
→ Lesson: Expose the everyday mistakes people make when dealing with security to highlight the need for your product.
Relatable archetypes = Clueless user and security-savvy cashier
Rather than explain best practices directly, the ad uses a common setup: someone doing it wrong, and someone helping.
→ Lesson: Use contrasting characters to show the problem and introduce your product as the voice of reason.
Clear punchline = “Security is complicated. 1Password isn’t.”
This tagline wraps up the ad by stating the core tension—security feels hard—and the solution—1Password makes it easy.
→ Lesson: End with a clear, concise value statement that reframes a painful truth into a product benefit.
Humor Breakdown
The humor comes from the man’s complete lack of awareness as he shares sensitive data out loud. His friend’s suggestion to reuse passwords and the older woman asking for his mother’s maiden name add layers of absurdity. Clara’s deadpan delivery keeps the tone grounded.
→ Lesson: Use everyday scenarios and slight exaggeration to make complex topics feel simple, funny, and real.
Final Verdict
1Password delivers a smart, funny ad that makes security relatable. By showing exactly what not to do, the ad highlights the risk of poor password habits while offering a simple, modern solution. It’s educational without being preachy, and the characters make it easy to follow and remember.
BRAVE-o-meter Score:
B-7 | R-9 | A-8 | V-8 | E-9
BRAVE – 8.2/10
Watch the full ad & learn more:
Website: 1Password.com
LinkedIn: 1Password on LinkedIn
