ADT aired its first-ever Super Bowl advertisement last night, “Real Protection,” featuring Drew and Jonathan Scott, from HGTV’s Property Brothers.
The spot explores how Real Protection can not only make your life easier, but most importantly, help keep you secure anyplace, at anytime, with ADT’s products, technology and comprehensive monitoring and services. The commercial marks the beginning of a larger campaign collaboration between the leaders of home security and automation, and real estate and home renovation.
The ad is a change from the advertising ADT has run in the past - most recently the "Always There" campaign featuring Ving Rhames. The company on its Linkedin feed said we should "stay tuned for more from the Scott Brothers and ADT." According to a statement from ADT's Bob Tucker, the company’s purpose remains unchanged: “We believe everyone deserves to feel safe. This is what fuels our innovation strategy, from unveiling the first mass-market home automation system in 2010,to today, with new tools like ADT Go and Identity Protection, that extend the comfort of security outside the traditional home."
The ad was shot by an award-winning director Mark Leibowitz, who has shot for Dove, HBO, and the Olympics in Rio, as well as social campaigns for the Golden Globes and the Emmys.
