ADT Eases Home Security Worries in Latest Ad

Today ADT unveiled its newest national marketing campaign, which represents a significant shift for the 139-year-old security brand.

While ADT’s advertisements have historically focused on the value of monitored protection in emergency incidents such as theft, fire, or carbon monoxide, the new campaign – “In My Mind’s Eye” – addresses the everyday security concerns that nag at consumers.  Developed by Arnold Worldwide, the campaign reminds consumers that security is a feeling and a state of mind. Consumers want the peace of mind that ADT Pulse provides not only in emergency situations, but also in the everyday moments such as when we ask ourselves whether we remembered to lock the back door.

Consumers will be engaged through television spots rolling out nationally today, and through radio, direct, digital, and social media creative appearing online beginning mid-February.  

The first commercial to air from the new campaign will be a 30 second spot highlighting the angst that people can feel when they are away from home and feeling unsure or insecure. While out to dinner on a much-needed date night, a husband is reminded of his home’s vulnerabilities when his wife admits that she wasn’t “100 percent sure” that the back door was locked. Immediately, this ounce of doubt causes the character to imagine the worst case scenario—burglars stealing everything from his most prized possessions to the beloved family’s goldfish. The scene all unfolds in the restaurant right before his eyes. Lucky for the husband, he has ADT Pulse. From his mobile device, he is able to remotely lock the back door. The convenience and control that ADT Pulse provides along with ADT’s Fast Response Monitoring allows the character to fully relax and to get back to that date night with his wife.

“ADT has built its legacy on protecting what our customers value most: kids, family, pets, loved ones and livelihoods,” said Tony Wells, senior vice president and chief marketing officer for ADT. “The new ad campaign will resonate with today’s consumer who is living an active, on-the-go lifestyle. The shift focuses on everyday security, whether at home or away, as we know the ability to monitor and control is just as important to our customers as feeling protected from incidents such as fire and theft.”

"Our insights showed that people experience worry, like a low consistent hum distracting the person when they're away from their homes," said David Register, EVP, Group Creative Director, Arnold Worldwide. "The spot demonstrates how ADT relieves that angst by putting their customer in control and back in the moment."

Credits

Agency: Arnold Worldwide

Executive Creative Directors: Wade Devers and Pete Johnson 

Group Creative Directors: David Register and Jose-Luis Martinez 

Creative Director: Josh Tetrault 

Art Director: Alyssa Wilson Georg 

Copywriter: Patrick Huguenin 

Producer: Jaime Guild 

Assistant Producer: Rebecca Teitelbaum 

Marketing Producers: Elliott Seaborn, Todd Sperry, Eileen Goodyear, Nicole Hale and Julia Grasso

Production Company: RESET 

Production Company Executive Producer: Dave Morrison, Jeff McDougall

Production Company Line Producer: Ayelet Weinerman 

Director: Vesa Manninen 

Cinematographer: Chris Mably 

Editorial Company: Spot Welders 

Editor: Dick Gordon 

Sound Design: Henry Boy 

Music: Burglar Scene Music

VFX: MPC