Sunny Yang, Derek Taylor, Dave Folley, Kathryn Redekop
Executive Creative Director
Associate Creative Director
The request was to create a follow-up to 2022's "Dangerously Easy" global, 360 campaign and to continue to expand our appeal to a younger audience by informing them that free offerings aren't, in fact, "good enough". Using market data from the previous year, we tweaked this season's message. In addition to identity theft being easier than you might think, this time we also focused on there simply being more threats than the viewer might realize. To drive our point home, we continued to explore surprising metaphors that shake the audience's confidence in an individuals ability to solve identity theft on their own.
We already had a successful formula from year one: Present the audience with a familiar--even safe feeling--digital scenario. And then show it suddenly and brutally being invaded by identity thieves. This time around, however, we wanted to make the audience feel like they themselves were watching their own information being stolen. So instead of showing a character "victim" for the viewer to identity with, we decided to tell the story from the audience's POV.
From our research, we knew that identity theft tends to spike during tax season. We also knew one spot would hit the market just a few months before. With that context in mind, we decided to create "Wire Cutter Tax" to show the sheer amount of personal information available on one common government form--a W-2. However, what appears to be a two dimensional object quickly becomes a series of tiles held together by thin wires. This, we decided, would communicate the fragility of having all your informational eggs in one basket. Seconds later, a hand comes in to cut those wires and we watch the information fall to the floor. Finally, we reveal who is doing the cutting: a normal looking man who throws the tiles into a wheelbarrow and whistles as he walks away. For our viewer, this is a disaster. For identity thieves, it's just another day on the job.
Each spot in the "Dangerously Easy" campaign is designed to educate the viewer on how easy it is for identity theft to happen to anyone, despite whatever proactive attempts they might make themselves. And with the solution portion of the video, LifeLock positions itself as the easy, full-service solution to one of life's most complex problems.
Based on proprietary quantitative advertising testing results, the “Wire Cutter Tax” TV spot beat the previous year's "Dangerously Easy" on-air creative in key metrics including consideration, intent to act, purchase, as well as had a positive impact on brand opinion. The new younger demographic continues to respond positively to the campaign. The success of “Wire Cutter Tax” resulted in an evergreen edit that can be played all year and in different global markets.