“You’re surrounded by the top talent-both in terms of brands and agencies-there is,” says Rucker. The danger is that everyone will have forgotten all about Dashlane by Monday afternoon. “So we set out to create a category-defining brand in the space.” “It’s a universal problem, but the category’s still very small and niche,” says Dashlane chief marketing officer Joy Howard. No one enjoys having to remember their passwords, and nearly everyone has had at least one of them compromised data breach repository Have I Been Pwnd counts over 9 billion exposed accounts. It does, though, want to be something like the Budweiser of internet safety. And security experts have long urged the use of a dedicated app to create and keep track of secure passwords for you. Dashlane has been around since 2012 its leading competitors, 1Password and LastPass, are even older. It’s not that password management is entirely novel. But among the companies coughing up a reported $5.6 million for 30 seconds of Big Game glory is one name most people have never heard of, selling a product that many don’t know exists: Dashlane, an app that manages your passwords. This year’s crop of Super Bowl ads includes plenty of the usual suspects: expensive cars, cheap beers, big tech.
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