ADT, Ving Rhames Team Up to Promote Smart and Safe Homes
“What good is a smart home if it’s not a safe home?” To answer this provocative question, ADT has enlisted the help of an award-winning actor known for portraying characters who embody the ideals of toughness and intelligence.
ADT’s new marketing campaign focuses on the company’s monitored security and home automation product, ADT Pulse® Interactive Solutions. Actor Ving Rhames stars in a series of commercials emphasizing the combination of safety and convenience provided by ADT Pulse.
“Our new campaign addresses the desire for connectivity, control and – most important of all – security,” said Jerri DeVard, chief marketing officer of ADT. “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.”
The stylish, humorous TV commercials feature Rhames as the personification of the ADT brand. The ads showcase ADT’s effectiveness at helping customers protect their homes, families and businesses. Memorable bits of dialogue from Rhames include:
- “Strong isn’t wrong … but what makes brawn even better is brains.”
- “You see, I’m both the big brain at the center of your peace of mind and the big muscle to keep the peace.”
- “I am ADT. And I am always there.”
The campaign also includes an interactive feature on adt.com in which Rhames takes the visitor on a virtual walk-through of how ADT Pulse works. The company plans additional marketing through social media, Yahoo Mail and other channels.
Rhames’ many notable on-screen appearances include espionage operative Luther Stickell in the “Mission: Impossible” films and ominous crime boss Marsellus Wallace in “Pulp Fiction.”
“Both personally and professionally I have often played the role of a protector, and I would never compromise on protecting my family or the things I’ve worked so hard to obtain for them,” said Rhames. “This, plus the fact that I’m a longtime ADT customer, makes the partnership and the role I play an incredibly natural fit.”