Burglar alarm firm evades complaints for hard-hitting ad

ADT has escaped an investigation by the ASA after the ad watchdog received complaints that the home security firm's recent television ad was "offensive" and "distressing".

ADT launched the ad by The Red Brick Road to establish home monitoring services as an "essential utility".

It features people cowering in dark rooms, looking scared at any sign of noise following a burglary.

The voiceover states, "It’s not just what they [burglars] take, it’s what they leave behind".

Five members of the public complained to the Advertising Standards Authority (ASA) that the ad's focus on the long lasting emotional trauma caused by burglaries was "offensive" and "distressing".

The ASA decided last month not to investigate the ad after receiving the complaints at the end of August.

ADT positions itself as a service that provides 24-hour security for round the clock peace of mind. 

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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