Abloy’s “The Big Heist” ad cleverly blends humor and suspense to highlight its cutting-edge security solutions. Through the lens of a daring heist, the ad underscores how Abloy’s innovative key systems are the ultimate safeguard against security breaches, positioning them as the gold standard in modern security.
The Formula (That Works at Any Budget):
Unexpected Drama with Humor – The ad opens with a high-stakes heist scenario, where thieves are attempting to infiltrate a well-secured building. The over-the-top action of the heist is humorously interrupted by Abloy’s state-of-the-art locking systems, which stop the criminals dead in their tracks.
→ Lesson: Unexpected drama can grab attention, but introducing humor creates an engaging, lighthearted way to communicate a serious benefit.
Showcase the Innovation – Abloy’s Keyvolution – As the criminals try and fail to bypass Abloy’s advanced security features, the audience is shown how innovative and unbreakable the key system is. The ad cleverly introduces keyvolution, the evolution of security through innovation.
→ Lesson: Highlight how your product solves problems more efficiently than anything else out there, positioning it as essential and innovative.
Clear Contrast with Traditional Security Systems – The thieves’ failed attempts at cracking traditional systems contrast sharply with the seamless, modern security of Abloy. This builds a clear divide between the outdated and the advanced, showing why Abloy is a game-changer in the security world.
→ Lesson: Contrast old and new to create a strong sense of urgency for adopting the modern solution.
Humor in the Face of Danger – The criminals’ comical overreactions to Abloy’s security systems add a layer of humor to the ad. The exaggerated failures of the heist create a lighthearted tone, while also demonstrating the robustness of the security solution.
→ Lesson: Humor can make a serious topic, like security, more relatable and entertaining without undermining its importance.
Humor Breakdown:
The humor is driven by the absurdity of the heist as the thieves are repeatedly thwarted by Abloy’s impenetrable security. Their increasingly dramatic reactions — from shock to frustration — add levity to an otherwise serious situation, showing that Abloy’s security systems are practically unbeatable. The lighthearted take makes it easy for viewers to understand the value of the product in a fun and engaging way.
Final Verdict:
Abloy’s ad cleverly combines humor and drama to showcase its innovative security solutions. The heist theme keeps the audience engaged, while the exaggerated failures of the criminals highlight the effectiveness and reliability of Abloy’s key systems. This ad is a great example of how humor can be used to communicate complex concepts like security in a memorable, entertaining, and compelling way.
Brave-o-meter score:
B-7 | R-8 | A-9 | V-7 | E-8
BRAVE – 7.8/10
Watch the full ad & learn more:
Website: Abloy
LinkedIn: Abloy LinkedIn Page
