SimpliSafe Introduces “Changing of the Guard” — Guard Dogs Face Retirement

SimpliSafe’s newest campaign features a lovable cast of “anti-spokespeople” Brutus the Rottweiler and Carl the Doberman, illustrating how SimpliSafe’s superior home security has made traditional guard dogs—and outdated systems—obsolete. As security concerns rise, with 73% of U.S. adults worrying about election-related violence (source: YouGov 2024) SimpliSafe offers a message of empowerment rather than fear, promoting top-tier protection for modern homeowners. “Our ‘Changing of the Guard’ campaign showcases SimpliSafe’s dedication to innovation and superior safety without resorting to fear-based tactics. We’re telling our technology story through the characters of our most beloved form of traditional protection,” says Kaitlin Bonner, Senior Director of Brand and Product Marketing at SimpliSafe. The “Changing of the Guard” campaign showcases how SimpliSafe’s innovative solutions surpass traditional security methods. By focusing on product innovation, SimpliSafe instills confidence in customers, who can trust they are backed by superior safety and service. “Brutus and Carl serve a greater purpose than humor alone,” adds Jason Apaliski, Chief Creative Officer at Pereira O’Dell. “We’re embracing the emotional empowerment that comes from knowing your loved ones are protected by the best technology available.” Through humor and warmth, SimpliSafe communicates that feeling secure in one’s home doesn’t have to be intimidating. The campaign marks a pivotal moment for SimpliSafe, embodying the brand’s innovation and commitment to redefining home security for today’s tech savvy homeowner. Launching across TV, digital, and social platforms starting October 22, the campaign reflects SimpliSafe’s commitment to delivering safety and value in a light-hearted, memorable way.

SimpliSafe Introduces “Changing of the Guard” — Guard Dogs Face Retirement

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