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- For the professional wrestling move called the Master Lock, see Professional wrestling holds.
Master Lock is the world's largest importer of padlocks, combination locks and related security products for automotive and outdoor needs including home and yard, contractors, power sports, campus and bike needs. An operating unit of Fortune Brands, Inc., Master Lock Company LLC was formed in 1921 by inventor Harry Soref, and is headquartered in Milwaukee, Wisconsin, USA.
In 1973, Master Lock ran a famous Super Bowl ad where one of their locks survived being shot by a sharpshooter, thereby proving its durability, thus the slogan "Tough Under Fire". Master Lock would continue running similar ads during future Super Bowls, spending almost their entire annual marketing budget on the single commercial.[1][citation needed] Later, Master would incorporate the image into a one second long blipvert commercial in 1998.[2]
Recently the Discovery Channel's MythBusters tested this famous ad by shooting a Master Lock padlock by a rifle, capturing the results on film. As the famous Super Bowl ad depicted, Master Lock passed the test by surviving the gun shot, however this was nothing special because the other locks tested also survived.[citation needed]
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