Following a successful repositioning campaign last year, ADT Fire & Security and The Red Brick Road have launched a new TV campaign to reinforce the benefits of their professionally monitored home alarms. The brand continues to establish home monitoring services as an essential utility and reconfirm ADT’s position as the world’s largest security firm.
The campaign broke today and comprises of one 30” TVC and three 10” TVCs. The 30” TVC continues to focus on the insight that “it’s not just what they [burglars] take, it’s what they leave behind” – meaning possessions can be replaced, but it’s often the emotional trauma that’s longer lasting – and in this case your home doesn’t feel like your home anymore, but more so an unrecognisable and uncomfortable space. So that’s why ADT provides round the clock security for round the clock peace of mind.
The 10” TVCs focus on explaining more explicitly what home monitoring means, the benefit of having an ADT branded alarm specifically (93% of burglars avoid an ADT alarm) and the surprisingly low price point to protect your family and peace of mind.
Written by Marcus Smith and Tom Hopkins, the 30” and 10” ads will run from Monday in bursts throughout the next 12 months.
Mark Shaw, Residential Director – ADT said; “Following the success of last year’s ad, we’re excited to launch this new campaign which continues to reaffirm our position as the authority in residential home security.”
David Miller, Managing Director – The Red Brick Road said: “We are delighted to launch a new campaign which builds on our existing, strong consumer insight and is equally as powerful at reaffirming the role of monitored alarms in consumers’ lives.”
Project name: Transformations
Creative agency: The Red Brick Road
Client & their job title: Jeremy Simpson: Head of Lead Generation, Residential
Creative Directors: Richard Megson and Matt Davis
Creatives: Marcus Smith and Tom Hopkins
Business Director: Nick Braddy
Senior Account Manager: Kate Gilley
Agency Planner: Ben Mitchell
Agency Producer: Rick Carter
Production Company: Rogue
Director: Saam Farahmand
Art Director: David Lee
Production Manager: Shion Hayasaka
Producer: James Howland
Director of Photography: Simon Chaudoir
Editor: David Webb (Final Cut)
Post-production: Serena Noorani
Audio post-production: Ben Leeves (Grand Central)
Media Agency: JAA
Media Planner: Jonathan Newton