Arnold Worldwide’s new campaign for ADT, “In My Mind’s Eye,” launches today with the debut TV spot “Burglary.”
The new campaign marks something of a departure for ADT, whose advertising strategy has historically stressed”the value of monitored protection in emergency incidents such as theft, fire, or carbon monoxide.” “In My Mind’s Eye” and the debut spot “Burglary” instead focus on the peace of mind ADT provides its customers with their protection from everyday security concerns.
In the 30 second spot, a couple are out to dinner when the woman realizes she may or may not have remembered to lock the back door. This distracts the man, who imagines he sees a troop of burglars at the restaurant making off with their valuables. Prompted by his reverie, he locks the back door using the ADT service offered on his mobile device. “Burglary” effectively demonstrates both a key feature of ADT’s service, and the peace of mind that comes with it — answering the questions, “Why would I want this?” and “What can it do for me?” in a simple, direct way.
The shift in approach came from insights showing “that people experience worry, like a low consistent hum distracting the person when they’re away from their homes,” says 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.” Expect more ADT ads in a similar vein from Arnold in the future. “Burglary” rolls out today, with “radio, direct, digital, and social media creative appearing online beginning mid-February.” Credits after the jump.
ADT’s Mind’s Eye TV Campaign
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