ADT hasn't yet bought time in Super Bowl LIV, but is planning some kinds of a campaign around the Big Game.
While a spokesman for the security company had previously confirmed to Ad Age the company would run an ad in the broadcast of Super Bowl LIV on Fox, he later said ADT has not actually purchased a spot yet.
"Based on last year’s success, we have a big campaign planned for this year," the spokesman said in an email. "Our success last year went beyond the national TV buy though, and this is where we see the Super Bowl evolving as a social event. Our campaign strategy is fluid, and last year we made the decision to buy our national spot about 48 hours before launching, so a national buy is not out of the question for us yet."
The spokesman declined to provide specifics on the campaign.
It is worth noting that Fox said it had sold out of inventory for the Super Bowl in November.
The Boca Raton, Florida-based brand has been working to establish itself as a protection company well-versed in smart security. Earlier this year, it rolled out a campaign “We Are What We Protect” that took protection beyond the home and into people’s passions. In the spring, ADT named McCann as its lead strategic and creative agency, following a review.
Chief Marketing Officer Jochen Koedijk, who joined ADT in 2018 from Chewy, wants consumers to know the company has a platform that can be integrated with popular smart home speakers such as Alexa and Google Home.
ADT’s Super Bowl spot in 2019 starred HGTV’s Property Brothers Drew and Jonathan Scott. It was not the only security company to advertise in the game, however. Competitor SimpliSafe also ran a spot during the event.