Client: LastPass
Mr. Note-It-All
The Face of Password Security Chaos
Agency: Intelligent Demand
Services: Concept, Storyboarding & Scripts, Pre-production, Video Shoot, CTV, Digital Out-of-Home, Media Takeover, Targeted Display, Content Creation
Video Production: Image Brew
My Role: Creative Director
Creative Team: Brianna Pennella, Phil Monette
The Challenge
LastPass is a leading password management solution helping businesses securely store, manage, and autofill passwords across devices. But for busy Executives and IT leaders, knowing password security matters isn’t the issue—acting on it is. In a crowded market, LastPass needed a campaign that not only broke through to educated the audience, but made the need for their solution impossible to ignore.
The Solution
Enter Mr. Note-It-All: the sticky-note-hoarding, password-forgetting character who hilariously embodies everything wrong with outdated password habits. He is the face of password security chaos.
We developed a comedic live-action TV ad campaign designed to dramatize the everyday frustrations of password mismanagement in a way that was impossible to ignore. Through humor and real-world scenarios, we highlighted the pain points of forgotten passwords, security risks, and time wasted on resets—while showcasing how LastPass eliminates the hassle.
Connect TV Spots
IT Help Deck | :30 sec
IT Onboarding | :30 sec
SaaS App Login | :30 sec
"This campaign isn’t just a marketing strategy – it’s a bold step to redefine what security means in the modern world. We’ve been overjoyed at the performance of the spots, proving that smart, conceptual creative ideas that tap into customer pain can help us drive more efficient CPMs across all media platforms."
— Esther Flammer, Chief Marketing Officer at LastPass
The Results
Connected TV achieved a 99% video completion rate (VCR)
Digital Out-of-Home achieved 100% video completion rate (VCR)
Display click-through rates (CTR) 33% higher than the industry benchmark
WIRED Homepage Takeover exceeded impressions goal by 61K with 1.1M
NYT HPTOs generated 14K clicks
iHeart drove 90% completion rates, indicating high engagement and resulting in 4 account sign-ups and 1 contact form