How ADT Commercial Won the 2021 SAMMY Award for Best Promo Video

ADT Commercial created an employee tribute video to provide reassurance during the challenging times presented by COVID-19.

Last year, the entire world dealt with a pandemic for the first time in modern history. No person, area or business was left untouched. As a business, you can either try to pretend everything is normal, or embrace the change.

ADT Commercial chose the latter when it created an employee tribute video to reassure each other, its customers, the community and the industry during the challenging times presented by COVID-19, according to Beth Tarnoff, vice president, marketing and communications.

The ADT Commercial Employee Tribute Video presents a series of positive messages via unscripted interviews of technicians in their service vehicles and managers speaking from their homes. These are combined with images of team member community outreach efforts, such as donating food and PPE supplies, and office administrators wearing masks while working at their desks.

“A heartwarming music audio track helps tie the still and video elements together into a cohesive and compelling video message that conveys strength, resolve and adaptability in the face of adversity — both internally and externally,” says Tarnoff.

She adds that the messaging and intent of the video was to elicit feelings of shared compassion and understanding as ADT Commercial continues working to help businesses remain safe and open during the pandemic, and to also communicate a sense of strength and trust that ADT Commercial will always be there for its communities and customers.

The ADT Commercial logo and branding is interspersed throughout the video, as well as key phrases like, “Guided by our commitment to customers,” Strengthened by the fabric of our communities,” “Determined’ and “Proud to be ADT Commercial.”

The video was posted on the company’s social media platforms, including Facebook and LinkedIn.

“The overall tone and tenor of the video is one of reassurance, resolve and adaptability in the face of the health crisis that threatens our lives, safety and security, providing an outlook of reliability and stability to always be a true partner to the businesses we serve, no matter the circumstances we face,” Tarnoff states.

Watch the video here.

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About the Author


Steven A. Karantzoulidis is the Web Editor for Security Sales & Integration. He graduated from the University of Massachusetts Amherst with a degree in Communication and has a background in Film, A/V and Social Media.

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