ADT Made Its Super Bowl Debut Highlighting ‘Real Protection’

ADT’s first-ever Super Bowl commercial featured HGTV’s Property Brothers calling attention to the company’s home automation and security features.

BOCA RATON, Fla. — ADT (NYSE: ADT) made its Super Bowl debut last night with a commercial featuring HGTV’s Property Brothers, Drew and Jonathan Scott.

The commercial highlights the company’s comprehensive lineup of smart security solutions, including smart locks, smart lighting, voice assistant integration, cameras and more.

Dubbed, “Real Protection,” ADT says the commercial marks the beginning of a larger campaign collaboration between the leaders of home security and automation, and real estate and home renovation.

It’s a clever partnership for ADT, as anyone who has watched Property Brothers knows, Drew and Jonathan come off as very trusting, and most people will listen to their home advice. It’ll be interesting to see what comes next, as the ad ends with the brothers saying “You’ll be seeing at lot more of us with ADT.” The brothers also pop up on ADT’s home automation page.

The ad was shot by award-winning director Mark Leibowitz, who has also shot for Dove, HBO and the Olympics in Rio, as well as social campaigns for the Golden Globes and the Emmy’s.

Commercials frequently feature celebrity endorsers or spokespeople. However, they don’t often pop up in security ads. Could this latest campaign signal a new trend in the security industry?

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