ADT: No One Protects Like a Mother

Client: ADT
Date: May 2019
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ADT identified a group of working Moms from East Waterman in Wichita to ask them what they love about being a mom. Some of the moms have their children with them and talk glowingly about motherhood. The commercial ends with a graphic that states, “No one protects like a mother.” All the moms help save lives for a living as part of working at ADT’s Customer Care Center in Wichita where thousands of alarm signals are received every day from ADT customers across America.

ADT has moved away from FUD-based (fear, uncertainty and doubt) approach to advertising in the security industry and continues to focus on promoting #RealProtection, the hashtag used as the call to action for the video, and which is also being promoted in digital and social.

Credits

Cameron Smith, ADT Internal Creative Services

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