Home security leader SimpliSafe will air a Super Bowl ad this year. SimpliSafe's internal creative director Wade Devers, former ECD at Arnold Boston, partnered with Austin-based creative agency Preacher to create the first Super Bowl ad in the home security category. The 30-second spot will premiere at the end of the first quarter.
While the spot itself is being kept under wraps until game time, Preacher's chief creative officer, Rob Baird, hinted at its themes. "We've landed on an idea that acknowledges the amount of fear and anxiety in the air right now, and offers a simple way to face that fear," Baird says.
Wade is looking forward to the premiere, which he hopes will upend people’s expectations about the security space. “We’re trying different things,” he says. “We want to tap into a feeling and surprise people.” The team worked with director Matt Aselton of Arts & Sciences to bring their vision to life.
SimpliSafe has quietly become one of the largest home security providers in the nation, protecting over 3 million Americans, thanks to a powerful mix of elegant, intuitive technology, award-winning professional monitoring, and fair prices. “The Super Bowl is a great way to spread the good word about SimpliSafe to a huge audience. Currently, only 20% of homes in the US have home security. That’s something we’re on a mission to fix,” says Melina Engel, SimpliSafe’s chief marketing officer.
After all, Wade adds, New England Patriot Rob Gronkowski's home was robbed last year while he was playing the game: "If it can happen to Gronk, it can happen to anyone!"