Warrendale, Pa.-based Guardian Protection recently adopted a new slogan — “Protect your world.” The slogan is meant to encapsulate everything that is close to a consumer.
“’Your world’ can be anything. Your home, your family, your business, your valuables — you name it, and we can help protect it,” explains Director of Digital Marketing Andrea Neurohr.
For Guardian’s “With or Without” promotional video, the company wanted to raise awareness of the life-or-death importance of having monitored fire protection. The video accomplishes this by providing two scenarios: one with Guardian’s services and monitoring, and one without.
The 60-second video begins with a happy family around the kitchen table during breakfast. The husband kisses his wife as their daughter pets their dog and son finishes up some last-minute schoolwork. The kids eventually head out the door and then we see a shot of the matriarch at work receiving a phone call that causes distress.
She then arrives to her home to find it surrounded by firefighters as it goes up in flames. The commercial then rewinds and shows a Guardian tech installing a monitored smoke detector. A voiceover explains how the company’s 24/7 monitoring can keep you safe and prevent the previous scenario.
“The rewind effect helps tell a happier version of the story, where choosing Guardian in the past makes the unfortunate fire that day play out much differently,” says Neurohr. “Guardian can’t prevent the fire from happening, but while everyone is away at work or school (with a pet potentially home alone), the monitored smoke detectors allow Guardian to respond instantly with our customers not even home.”
The company also created a condensed 30-second version of the video. Neurhor adds that the juxtaposition of the outcomes create a powerful emotional impact that will resonate with viewers. “The goal was to make a person pause and reflect on their world,” she says.
Watch the video above.
