Doner was lead creative agency on the latest campaign for ADT, which also saw the brand work with SapientNitro and Mediacom.
The campaign is built around two 60-second broadcast spots starring Ving Rhames which launch today, entitled “Home Automation Makes Your Smart Home a Safe Home” and “ADT Home Security is Always There.” In the former, Rhames acts as the personification of the brand (sort of Allstate’s “Mayhem” in reverse), acting as “both the big brain at the center of your peace of mind and the big muscle to keep the peace.” The spot focuses on features such as smart controls and remote access for lights, thermostat and locks — or, as Rhames puts it, “You know, Space Age stuff.” In “ADT Home Security is Always There” Rhames demonstrates the omnipresence of ADT security by acting as a 24/7 bouncer for a residence, which, it turns out, comes in handy.
“Ving is the ideal personification of ADT, representing a sense of strength and confidence that can only come with the experience of 140 years in business,” said David DeMuth, co-CEO and president of Doner, in a statement. “What’s more is that Ving also represents the other side of ADT – the side with leading, connected technology. He has brains and brawn, and when it comes to protecting your home, family and business, consumers want both.”