Brinks Home Security Promo Aims for Laughs Over Scares

Brinks’ silly new video aims to attract new customers by displaying its trustworthiness — instead of relying on scare tactics.

Brinks Home Security just released a quirky new video campaign created by integrated creative agency Barton F. Graf.

While home security system commercials tend to all be pretty much the same and generic (see Brinks’ previous video), the company’s latest aims for something more interesting. In fact, you aren’t even aware it’s a Brinks commercial until the very end.

The video starts off with a defeated-looking woman and her dog in a ransacked living room. She says, “I was sure Buster would be a good guard dog” (Hey, foreshadowing!).

The following scene is a man carrying a large box in a parking garage. He remarks, “I was sure I parked here.” There’s even a scene in the style of a Scooby-Doo cartoon, with the villain exclaiming, “I was sure I would get away with it…”  Starting to pick up the theme?

Several “I was sure” moments later, we get to a man looking at his home video feed on his phone as a robber enters through the front door. “I was sure I locked the door,” he says.

Fortunately, he has a Brinks home security system, and the police arrive almost instantaneously. So what’s the moral of the story? According to Brinks, “sure” just isn’t enough. You need to “be sure sure.”

“People rely on home security to protect the things they care about most — but ironically, it’s become an increasingly commoditized and deeply distrusted category,” says Barton F. Graf founder and creative chief Gerry Graf. “This campaign sets out to shift the brand from selling security to rebuilding trust through action and behavior.”

So what do you think? Is this Brinks commercial a breath of fresh air? Watch the video above and let us know in the comments below!

About the Author

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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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