# Frustrating Password Commercials The Dashlane Super Bowl Ad Shows a Glimpse of Password Paradise By Laura McQuarrie | Published 2020-01-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dashlane-super-bowl References: [marketingdive](https://www.marketingdive.com/news/super-bowl-LIV-2020-ad-tracker/568839/) & [blog.dashlane](https://blog.dashlane.com/behind-the-scenes-dashlane-big-game/) The 60-second Password Paradise Dashlane [Super Bowl ad](https://www.trendhunter.com/trends/squarespace-2026-super-bowl) is the brand's first-ever Super Bowl commercial and it depicts a scenario that all too many Internet users will be familiar with. Dashlane's cross-platform mobile and desktop app offers a secure way for users to store passwords, personal information and payments, and the advertisement explores the trouble of remembering passwords and even the answers that go along with security questions without its suite of tools. In the ad, a man needs to give a password to get into the gates of paradise, gets locked out after a few attempts and has trouble answering the grim boatman's security questions, like the name of his first pet or what he wanted to be when he grew up. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 17% | Activity: 56% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **Password Management Tools:** Dashlane's Super Bowl commercial highlights the growing trend and need for secure password management tools. - **Cross-platform Apps:** The success of Dashlane's app speaks to the trend of users seeking cross-platform applications that can enhance their digital security. - **Personal Data Protection:** With the rise of hacks and data breaches, there is a growing trend of individuals and businesses seeking ways to better protect their personal and sensitive data. ### Sectors Adopting This - **Cybersecurity:** The need for secure password management tools like Dashlane's presents a major opportunity for the cybersecurity industry. - **Mobile Apps:** The success of Dashlane's cross-platform app speaks to the opportunity for mobile app developers to create secure and convenient tools for users. - **Financial Technology:** Given the importance of securely storing payment and personal information, the fintech industry can tap into the growing demand for tools like Dashlane. ## Related on Trend Hunter - [Dystopian AI Ads](https://www.trendhunter.com/trends/anthropic-super-bowl.md) - [Humorous AI-Forward Spots](https://www.trendhunter.com/trends/act-like-you-know.md) - [Overbearing Password-Guessing Games](https://www.trendhunter.com/trends/the-password-game.md) - [Real-Time Password Strengthening](https://www.trendhunter.com/trends/pazoo.md) - [Encrypted Password Managers](https://www.trendhunter.com/trends/proton-pass.md) - [Safe Passwordless Management Services](https://www.trendhunter.com/trends/passkey-support.md) - [Fast Food Cybersecurity Campaigns](https://www.trendhunter.com/trends/change-your-password-day.md) - [Password Cybersecurity Tools](https://www.trendhunter.com/trends/lastpass-business.md) - [Biometric Password Managers](https://www.trendhunter.com/trends/1password-passkey.md)