ADT Corp., a provider of electronic security, interactive home, and business automation and
monitoring services, said it is unveiling a new campaign created by Boston ad agency Arnold Worldwide that represents a shift in the
brand’s marketing approach.
“While ADT’s advertisements have historically focused on the value of monitored protection in emergency incidents
such as theft, fire, or carbon monoxide, the new campaign -- ‘In My Mind’s Eye’ -- addresses the everyday security concerns that nag at consumers,” Florida-based ADT said in a
press release. “Consumers want the peace of mind that ADT Pulse provides not only in emergency situations, but also in the everyday moments such as when we ask ourselves whether we remembered to
lock the back door.”
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In a statement, David Register, Arnold executive vice president and group creative director, discussed the ad embedded below.
“Our insights showed that people experience worry, like a low consistent hum distracting the person when they’re away from their homes,” he said. “The
spot demonstrates how ADT relieves that angst by putting their customer in control and back in the moment.”
Arnold clients include Progressive Insurance and
Jack Daniel’s.
Read the whole story at Boston Globe »