Dashlane Super Bowl ad points the way to ‘Password Paradise’ 


Dashlane Super Bowl ad 2020: Without a proper password manager, things look mighty grim.
Without a proper password manager, things look mighty grim.
Image: Dashlane

This post is brought to you by Dashlane.

Dashlane’s first Super Bowl ad gets mythic to evoke the nightmare that is trying to manage your passwords without a proper tool. The unmistakable message: Without Dashlane — the official password manager of Cult of Mac — you’re basically doomed to internet purgatory.

In the ad, which you can see below, some poor nameless bastard (if you’re not using Dashlane, that’s you) floats in a boat down what appears to be the river Styx. He’s trapped in a gloomy underworld, with a creepy, Charon-like figure manning the boat. Things look grim — but then a glimmer of light appears.

“Wait, is that where we’re going?” the desperate soul asks. “I mean, that place looks amazing!”

That place is apparently “Password Paradise.” (At least that’s the title of the ad.) And, unfortunately for our poor nameless bastard, he’s going to need to jump through some hoops to get there.

Watch it for yourself now (we know you can’t wait to see it during Sunday’s big game):

About the Dashlane Super Bowl ad

Joy Howard, Dashlane’s chief marketing officer, talked with marketing website The Drum about the Super Bowl spot.

“Debuting during this big moment is a huge milestone for any company so our creative really had to shine,” Howard said. “Dashlane is a tech company completely going against the grain of the industry — we want consumers in control, not companies — so it was important for our game-time ad to stand out too. Everybody knows how painful it is to forget your password; we took that to the extreme.”

Dashlane gets a new logo, too

The ad comes as Dashlane launches headlong into a rebranding campaign. The password manager just got a new logo — bye-bye, Dashlane impala! — and “a completely new brand identity” crafted by design firm Pentagram, according to Creative Bloq.

“The new look consists of the ‘Dashlane D’, and it’s made up of what Dashlane is calling ‘AroundRects’ — basic shapes (they’re pretty much lines) that join together to make up the logo,” the design blog wrote. “It doesn’t look so exciting in static form, but animated, it comes together pretty nicely. We also think it’s just abstract enough to work as a pattern as well as a letterform, which adds a bit of depth to the new look.”

Dashlane CMO Howard said the redesign points to where the password manager is headed.

“Our old brand identity didn’t quite reflect where we are going as a company,” Howard told Creative Bloq. “We wanted a clean, flexible system that reflects the clarity of our commitment to fix the UX of the internet. We help our customers reveal and conceal themselves and their data online; that idea turns into motion in our new identity system.”

Take the pain out of password management

While Dashlane definitely looks different now, its core functionality remains unchanged. Whether on Mac, iOS, Windows or Android, it takes the pain out of managing your passwords. It generates incredibly strong passwords for you, then keeps track of them across your devices.

It also gives you a safe place to store all your most valuable data (like credit cards, IDs, etc.) You only need to remember one unique password to unlock your Dashlane vault. And it works with Face ID and Touch ID, too, for ultimate ease. Dashlane is free to try, with advanced features available to premium subscribers.

Price: Free, with premium subscription options

Download from Dashlane: Get a free 30-day trial of Dashlane Premium


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