Four Temerlin Advertising Institute Alumni Help Reimagine the Master Lock Brand
Master Lock, founded in 1921, built its legacy on toughness and reliability, most famously demonstrated in its 1970 “Tough Under Fire” campaign, which showed one of its padlocks withstanding bullets from a rifle. For decades, the brand focused its messaging on security and durability. But today, Master Lock is opening a new chapter.
With the help of four alumni from SMU’s Temerlin Advertising Institute, the brand has launched a bold rebranding effort: the “Master It” campaign. This campaign shows everyday people mastering meaningful goals, encouraging audiences to “Master” what matters most in their lives.
Four TAI graduates played key roles in bringing this vision to life through the Chicago-based agency Laughlin Constable, where Pat Laughlin (’02) serves as Chief Creative Officer. He was joined by Randall Kenworthy (’10) as Copywriter/Creative Director, Kalena Dorgan (’22) on strategy, and Laura Leatherberry (’08) in a freelance account management role.
While the brand remains rooted in safety and security, the campaign reframes “Master” as an action word. It invites audiences to think more deeply about the role Master Lock can play in helping them protect what matters.
We had the opportunity to connect with the four Temerlin Advertising Institute alumni behind the “Master It” campaign to hear their reflections on both the creative process and their time at Temerlin. Each shared unique insights into the challenges and breakthroughs that helped shape the campaign.
To kick things off, we asked Pat Laughlin (’02), Chief Creative Officer at Laughlin Constable:
What was the biggest creative or strategic challenge during this campaign, and how did you overcome it?
“One of the biggest challenges in creating a new campaign for a known brand is that people know it. So how do you evolve their perception while remaining true to what the brand is about? Creatively we had to make sure that whatever we did felt like Master Lock. It had to be something a discount brand like Amazon couldn’t say. Our strategy team uncovered a powerful insight about the user and responsibility. Our strategic north star (what we base all creative off of) was ‘for moments of uncompromising responsibility.’ To get to the idea of ‘Master It,’ we explored a variety of campaign angles. I think we presented 5 different territories to the client. But the moment that things seemed to click was thinking about what balancing responsibility between work life and home life looked like. It took the shape of a dad locking up a job site matched up to him unlocking a lock box at a baseball field to coach his kid’s team. The idea of moving from one job to the next and how throughout our life we’re trying to be our best, we’re trying to master these moments. And then it was like, ‘ohhhhhhhhh, that’s something.’ And then Randall (Alum 10′) just cranked out banger headline after banger headline.” — Pat Laughlin, CCO (Alum ’02)
Next, we spoke with Laura Leatherberry (’08), Group Account Director (Freelance):
For a brand as iconic and established as Master Lock, how do you find the balance between honoring its history and pushing it in a new direction?
“It was essential we not lose the brand’s heart and soul. We simply found a more current and culturally relevant way to share their story. What I love most about the campaign idea is how big it feels. You can bring this campaign to life in so many ways and tell so many cool stories. I’m definitely excited to see what’s next for the campaign.” — Laura Leatherberry, Group Account Director (Freelance) (Alum ‘08)
We caught up with Randall Kenworthy (’10), Creative Director, who shared how TAI shaped his creative approach:
How did your SMU/Temerlin experience help prepare you for working on a brand refresh of this scale?
“When I think back, I’m grateful that my time at SMU gave me the tools to feel immediately prepared upon entering the real world of advertising. Mostly because my coursework in the Temerlin creative track was more challenging and came with higher expectations than my first role as a junior copywriter. But feeling ahead of the curve gave me the confidence to my best work, and that set my career in the right direction. And when it comes to momentum, it’s much easier to maintain it from the start than it is to create it later on. ” — Randall Kenworthy, Creative Director (Alum ‘10)
Kalena Dorgan (’22), strategist, shared how TAI prepared her for this moment:
Looking back, are there any professors, classes, or projects from SMU that especially shaped the way you think about your work today?
“Working on the Master Lock campaign, I frequently think about Gordon Law’s Master Lock case study (the one featuring the 1974 commercial!). I believe this case study was primarily for a SBM class, but he touched on it during a DMS class, as well! I find it funny how I learned about Master Lock’s iconic advertising history in an SMU class and then end up working on the brand and helping rebrand them for first time in years! Full-circle moment, for sure!” — Kalena Dorgan, Strategist (Alum ‘22)
We then asked the group…
What advice would you give to SMU students dreaming of working on big brand campaigns?
Pat Laughlin (’02)
“First step is to become an expert on what is considered great advertising. Look into the One Show, Communications Arts, Cannes, become a student of ads. Figure out what makes them great. Why do they move you? And then look at who did them. Look at those agencies and start to uncover how they approach campaigns. The other thing is to be a student of culture. Listen to a bunch of music. Challenge your perceptions. Follow artists and not just influencers. The other really important thing to keep in mind, something that I wish I knew back when I was a student, cherish every relationship you make. Build connections with your classmates. Keep in touch. Be kind (!!!!!! It’s important!). Simply having the SMU connection is a great way to open doors with people from other years at the school. Kalena is a perfect example of that. She reached out to me out of the blue as an SMU student wanting to talk advertising. That’s all it took to get the first conversation. Value all the relationships you’re making now, you never know when you’ll run into each other again. “
Laura Leatherberry (’08)
“Anything is possible. I went straight to NYC to work in advertising without knowing anyone there. I wanted to work at some of the biggest and best agencies in the world and on some of the biggest and best brands in the world. And I did. But after a while, I shifted my goals. Now, I care more about creating work that matters and working with agencies and brands who are making a meaningful difference in the world. I also enjoy creating my own schedule, working across roles, and building my own legacy. Part of me wishes I figured that out sooner. So, my advice is don’t chase fame in advertising. Do what makes you happy. Make work that matters. Use your power for good, and the accolades will follow.”
Alum Laura Leatherberry in 2007 (second from left) celebrating with classmates in Fort Worth after presenting their NSAC competition campaign for client Coca-Cola.
Randall Kenworthy (’10)
“My advice to current Temerlin students is to work your tail off. Because it will pay off. Many people want to be creative for a living. What you do at SMU is your proof that you should be one of them. So when Mark tells you to write 100 headlines, don’t phone it in on the last 10. Give your all to all 100.”
Alum Randall Kenworthy in 2008 (upper left in the white hat) in the creative studio during the final days before portfolio critique. After an all-nighter, copywriting student Ben Turk dozed off—only to be wrapped in tape and newspaper by his classmates. The sign reads, “Don’t sleep at the lab!”
Kalena Dorgan (’22)
“The most fulfilling experience at TAI that helped me understand working at an agency and on a campaign of this scale was NSAC. The fast-paced nature and working with a variety of disciplines with NSAC was such a valuable experience that translated nicely into my first agency job and first “big” campaign. It gives you first-hand experience of working in an agency-like, fast-paced setting. Highly recommend!!”
Alum Kalena Dorgan (bottom right) with her NSAC competition team in Houston after presenting their campaign for client Meta Quest 2.
We’re proud to call these four hardworking and talented individuals alumni of the Temerlin Advertising Institute. Their work on the “Master It” campaign reflects the kind of bold, thoughtful storytelling and strategic thinking that define our motto: Better Advertising. Better World.
For more information and to watch the campaign, click here.
