In SimpliSafe’s debut Super Bowl spot, fear is everywhere. 

From drones to AI, garage doors to wheat bread, the company’s semi-funny, semi-menacing commercial plays on America’s fears to sell its home security system. “In a world full of fear,” an unseen narrator says, “home is the place you should simply feel safe.”

Created by Austin-based agency Preacher, this 30-second ad aired in the game’s first quarter and was not released prior to the Super Bowl. According to the company, it would be the first-ever Big Game commercial from a home security company.

However, while SimpliSafe’s ad may have aired early in the night, it wasn’t the only security company to advertise during Super Bowl LIII. At halftime, ADT ran an its own ad for its Real Protection system starring Jonathan and Drew Scott, a.k.a. the Property Brothers, that was far less fear-based.

BRAND: SimpliSafe

YEAR: 2019

AGENCY: Preacher

SUPER BOWL: LIII

QUARTER AIRED: Q