ADT Taps Ving Rhames to Promote Smart Home Security Solutions

ADT’s new campaign asks consmers, ‘What good is a smart home if it’s not a safe home?’

BOCA RATON, Fla. – ADT has teamed up with award-winning actor Ving Rhames to launch its new marketing campaign that asks consumers: “What good is a smart home if it’s not a safe home?”

The goal of the campaign is to highlight why consumers should not compromise on safety and security.

“Our new campaign addresses the desire for connectivity, control and most important of all – security,” ADT Chief Marketing Officer Jerri DeVard says. “Self-monitored security solutions do not provide police, fire or emergency medical response in the event of an emergency. The new creative reinforces ADT’s leadership as the number one brand trusted by more people than any other North American security provider, while showcasing our integrated technology that empowers customers to control their home or business from anywhere, anytime.”

ADT’s latest videos feature Rhames as the living personification of the security brand. Within the campaign, the actor showcases the brand’s professionally monitored security services combined with ADT Pulse automation solutions that allow customers to control their security system, lighting, door locks, thermostats, cameras, garage and more through a variety of smart devices.

Check out more of ADT’s “Ving-ettes!”

“Both personally and professionally, I have often played the role of a protector,” Rhames says. “I would never compromise on protecting my family or the things I’ve worked so hard to obtain for them. This, plus the fact that I’m a longtime ADT customer, makes the partnership and the role I play, an incredibly natural fit.”

ADT worked with agency partners Doner, SapientNitro, and Mediacom on the new brand positioning, creative development, and campaign execution.

To produce the new commercials, ADT hired Tim and Jeff Cronenweth as director and cinematographer. The duo is well-known for their movie and commercial work. Jeff received Oscar nominations for “The Social Network” and “Girl with the Dragon Tattoo.”


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