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Magnavox Breaks Ads for Security Device
BOSTON–Wickersham Hunt Schwantner’s launch effort for a personal security device seeks to avoid scare tactics, opting instead for a montage of family images.
Two 30-second commercials target 35-50-year-olds and explain how SecureAlert’s Maganavox Mobile911, retailing for $199, can help protect aging parents and teens.
Billings were not disclosed but are believed to be in the low- to mid-seven-figure range.
“The key challenge [was] to create product demand without resorting to crime statistics and alarmism,” said Amy Hunt, creative director of Boston-based Wickersham Hunt.
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