Photo taken from ADT’s website.
Photo taken from ADT’s website.

ADT Corp., a provider of electronic security, interactive home, and business automation and monitoring services, said it is unveiling a new campaign created by Boston ad agency Arnold Worldwide that represents a shift in the brand’s marketing approach.

“While ADT’s advertisements have historically focused on the value of monitored protection in emergency incidents such as theft, fire, or carbon monoxide, the new campaign – ‘In My Mind’s Eye’ – addresses the everyday security concerns that nag at consumers,” Florida-based ADT said in a press release. “Consumers want the peace of mind that ADT Pulse provides not only in emergency situations, but also in the everyday moments such as when we ask ourselves whether we remembered to lock the back door.”

In a statement, David Register, Arnold executive vice president and group creative director, discussed the ad embedded below.

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“Our insights showed that people experience worry, like a low consistent hum distracting the person when they’re away from their homes,” he said. “The spot demonstrates how ADT relieves that angst by putting their customer in control and back in the moment.” 

Arnold clients include Progressive Insurance and Jack Daniel’s.