Home Security Provider SimpliSafe Will Make Its First Super Bowl Appearance

The Boston-based company founded in 2006 said it will be keeping the ad itself “under wraps” until the Big Game. SimpliSafe creative director Wade Devers, the former managing partner at Arnold Worldwide who left the agency in August, partnered with Austin-based creative agency Preacher to create the spot.

“We’ve landed on an idea that acknowledges the amount of fear and anxiety in the air right now and offers a simple way to face that fear,” Preacher chief creative officer Rob Baird said in a statement, hinting at the creative.

Devers said in the statement that he’s looking forward to changing people’s perspectives on the home security space.

“We’re trying different things,” Devers explained. “We want to tap into a feeling and surprise people.”

Devers noted that New England Patriot Rob Gronkowski’s home was robbed last year during the Super Bowl. “If it can happen to Gronk, it can happen to anyone,” he added.

The spot will be directed by Matt Aselton of Arts & Sciences.

“The Super Bowl is a great way to spread the good word about SimpliSafe to a huge audience,” SimpliSafe chief marketing officer Melina Engel said in a statement. “Currently, only 20 percent of homes in the U.S. have home security. That’s something we’re on a mission to fix.”

According to the company, SimpliSafe serves more than 3 million Americans.

For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LIII Ad Tracker. And join us on the evening of Feb. 3 for the best in-game coverage of the Super Bowl commercials anywhere.