Despite its 150-year age, ADT has been modernizing its brand with new partnerships and sponsorships as it looks to protect the homes of the next generation of consumers. The Boca Raton, Florida-based company recently began marketing its partnership with Google, which invested in the company three years ago and has a 6% stake.

“Now, ADT professionally installs Google Nest products,” says the voiceover on a new 30-second ad that began running earlier this spring. “So your home is safe, and smart.”

Called “No Worries,” the brand platform was created with Google. It will run on broadcast TV, along with digital video, streaming and audio.

“The consumer’s definition of safety and security have evolved right along with technology,” said DeLu Jackson, executive VP and chief marketing officer, speaking on the latest episode of the Marketer’s Brief podcast.

ADT also recently partnered with the Miami Marlins in a multi-year sponsorship deal that allows the brand’s blue octagon logo to be worn on the sleeves of Marlins jerseys during games. In addition, when a player rounds third base, the screens at the stadium will read “Safe at home,” in a clever play on words for home security and baseball.

“There's an authentic connection to the game,” Jackson says.

On the podcast, he also discusses the differences in today’s generation of homeowners and older consumers and talks about strategies behind using celebrities, including real estate experts such as Jonathan and Drew Scott of HGTV's "Property Brothers," in advertising.