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ADT ran its first-ever Super Bowl ad on Sunday with a turn from Jonathan and Drew Scott, hosts of HGTV’s Property Brothers.
The 30-second ad, produced by creative agency Bear in the Hall, features the twin brothers talking through ADT’s various tech features in a voice-over before appearing on-screen toward the end. The ad’s upbeat tone is part of a shift away from the FUD-based (fear, uncertainty and doubt) approach that has characterized the company’s marketing for the past few decades, according to ADT CMO Jochen Koedijk.
“We
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