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By Published on .

Brink's Home Security launches a $20 million campaign this week that tries to hit home with images of a cuddly dog and sleeping toddler.

The direct-response effort is designed to tug at the heartstrings and prompt viewers to pick up the phone and order a Brink's alarm system.

One spot asks viewers to think about their dog and "how his ears do that thing when you pet his head." Then, the robust music stalls and the spot asks them to imagine their dog as a target of a burglar on his way into their home.

The second commercial asks viewers to think about their kids and how special they look asleep. Then, it asks them to imagine a burglar looking at their snoozing child -- "something no one wants to think about."

Both end with a new tagline, "Your world made safer," and a toll-free number.


The campaign breaks from other home-security advertising that features re-enactments of burglaries.

"It's less in-your-face," said Peter Michel, Brink's Home Security president-CEO. "You have an emotional, visceral response."

Bobbi Casey Howell, director of agency directDeutsch, New York, said, "Most of the competition is selling on the basis of fear. We're trying to turn fear upside down."

The campaign is the first work since Deutsch won the account during the spring. The spot and national cable TV ads were created by its direct-marketing arm, directDeutsch. Print and radio also will be used, and the agency is working on revamping Brink's Web site.

The home-security business continues to grow. With 1998 sales of $204 million, Brink's is the No. 4 player in the $3.8 billion home-security market. ADT Security Services leads with $1.3 billion in revenue, followed by Ameritech Corp.'s SecurityLink with $482 million and Protection One with $421 million.

Brink's, which says it is in 625,000 homes in 85 North American markets, is the third-fastest-growing company with 113,000 new installations last year, behind Protection One's 304,000 and ADT's 210,000.

All figures are according to trade publication Security Distributing & Marketing.

Mr. Michel acknowledged the market leaders all offer similar technology at comparable prices, so they're seeking ways to differentiate themselves.

Perhaps because that is difficult, most companies use direct-response, hoping people will immediately order.


Brink's Home Security, a division of Pittston Brink's Group, tries to capitalize on its sibling armored-car business. Its logo has an icon of an armored car.

"We're trying to convey certain attributes behind the brand: reliability, trustworthiness, security professionals and longevity," Mr. Michel said. "We

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