ADT Stresses Smart Security in New Campaign

Actor Ving Rhames to Appear in Three Spots

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Advertising Age Player

Amid fierce competition from smart-home devices, ADT is looking to reinforce its home security credentials.

In its new national advertising campaign unveiled this week, actor Irving "Ving" Rhames impersonates an ADT security system. The actor, who has built a macho image starring in movies such as the "Mission Impossible" series and "Pulp Fiction," stands, motionless in front of a house despite severe weather. He only moves to chase burglars away, saying, "If I were you, I'd turn around." The home security firm is planning three commercials featuring Mr. Rhames.

"What we wanted to do is personify the brand," said ADT's Chief Marketing Officer Jerri DeVard. "By personification, we could show you all the things we can do and reinforce that we will always be there."

This is the first project Ms. DeVard and agencies Doner and SapientNitro have worked on together. Ms. DeVard came on board last year from Nokia and rehired Doner, ADT's longtime agency, which had been briefly replaced by Arnold.

Smart homes are a growing niche in the already mature $2.1 billion security alarm service industry. ADT's new marketing campaign underlines the Boca Raton, Fla.-based company's effort to distinguish itself companies like AT&T and Time Warner, which sell smart home services as part of their bundle plans.

"There is so much talk about connected homes and products that goes with it, but these solutions are just a point solution," said Ms. DeVard. "ADT provides the total ecosystem under one simple umbrella."

Mr. Rhames states ADT's position clearly in the spot, "What good is a smart home, if it's not a safe home?"

The company did not disclose the advertising spend for the new campaign, but Ms. DeVard said the campaign is the biggest in ADT's history. The company spends $70 million on measured media annually, according to Kantar Media.

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