In its Super Bowl advertising debut, ADT summoned Jonathan and Drew Scott, hosts of HGTV’s “Property Brothers,” to tout the benefits of the security provider’s newly branded Real Protection home security systems.
Created by New York agency Bear in the Hall, this 30-second spot opens with a voice-over from the Scott brothers who tout some of ADT’s features including video doorbells, voice-activated emergency assistance and smartphone security system access, before appearing on-camera tell viewers: “Real Protection is much more. It’s about you having all of this combined from the most trusted name in security.”
At the end of the upbeat ad, which aired just before the start of the third quarter, the Scott brothers also hint to keep an eye out for future collaborations with them and ADT.
ADT’s Big Game spot wasn’t the only one from a home security provider to air during Super Bowl LIII. SimpliSafe also broadcasted a 30-second ad in the game’s first quarter that was markedly more fear-based.
Less than three months after ADT released its first-ever Super Bowl commercial, the home security company tapped McCann as its new lead agency, though Bear in the Hall continues to work with them.
AGENCY: Bear in the Hall
SUPER BOWL: LIII
QUARTER AIRED: Halftime