ADT security system ads avoid fear tactic

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ADT Group this week unveils a new campaign, from Rapp Collins Worldwide, New York, for its Safewatch Security System that emphasizes the customer's active role in choosing a security system rather than the fear-motivated pitch typical of the category. The campaign breaks in spot TV tonight and appeared in newspapers Oct. 27, using the tagline "Security for life." Direct mail is set for later this year.

Copyright October 1996, Crain Communications Inc.

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