Lock’d

Lock’d’s image ad: “Why The Thief Walked Past My Daughter's Car”

Running 112 days·Facebook and Instagram

How it opens

“A woman about my age tapped me on the shoulder in the Coles carpark a few weeks ago and asked what the yellow thing on my steering wheel…”

Angle: Story

Why it works

It has run for 112 days and is still running. Brands keep paying only for ads that make money, so this one is proven. Humour earns attention in a feed full of ads.

How it’s built

1. Hook: A woman about my age tapped me on the shoulder in the Coles carpark a few weeks ago and asked what the yellow thing on my steering wheel…
2. Benefit: I get asked about it fairly regularly now, which I find funny, because eighteen months ago I wouldn't have been able to tell you the first…
3. Offer: Then a woman from my street had her car taken out of her own driveway overnight. Lovely woman, retired teacher, drove a little Mazda she'd…
4. CTA: Learn more

What to borrow

• Tell a short, true story with a turning point.
• Test a meme ad for your own product.
• It has run for over a month: the idea is proven demand, so test it in your own words.

Its words

Why The Thief Walked Past My Daughter's Car

A woman about my age tapped me on the shoulder in the Coles carpark a few weeks ago and asked what the yellow thing on my steering wheel was. I get asked about it fairly regularly now, which I find funny, because eighteen months ago I wouldn't have been able to tell you the first thing about car security. It wasn't something I thought about. I locked the car, I kept the keys in my handbag, and that was the extent of it. Cars getting stolen was something that happened on the news, to other people, in other suburbs. Then a woman from my street had her car taken out of her own driveway overnight. Lovely woman, retired teacher, drove a little Mazda she'd had for years. Gone one morning. The police were kind but honest with her — these days the cars go quickly and they rarely come back. Hers didn't. She had to sort out a replacement at sixty-three years old, deal with the insurance, the whole stressful business of it, and the thing that stayed with me was how ordinary her situation was. She'd done nothing wrong. She'd just been the easiest car on the street that night. That gave me a bit of a fright, if I'm honest. Not a dramatic one. Just enough to make me sit down one evening and actually look into what you can do — properly look, the way you research a washing machine or a health fund, not the way you panic-buy something. What I worked out was simpler than I expected. Most of the security people spend money on only does something after the car's already being taken. Alarms, trackers, all of it — it reacts once the thief's already decided on your car. But the thieves doing this are walking along picking the easiest target. They make the decision before they even touch the door. So the only thing that actually changes their mind is something they can see from outside — something that tells them yours is going to be more trouble than the next one along. That's all mine is. A bright yellow thing that sits across the steering wheel where anyone can see it through the

There's a reason he chose the others, and it's simpler than you'd think.

Button: Learn more

Where and how long

• First ran 20 Jun 2026; still running.
• Links to getlockd.com.au.
• Style: Meme, Offer.