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. 

SUBSCRIBE TO CAMPAIGN

Get 12 weeks for just £12

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Hoverboards and Journey Buddies: the future of TfL's customer experience?
Shares0
Share

1 Hoverboards and Journey Buddies: the future of TfL's customer experience?

Marketers across a range of sectors, from charities to banking, came together to conjure up some ideas for the way the future of Transport for London's customer experience might look under their stewardship. Moshe Braun, business director at customer experience consultancy WAE, which hosted the event, examines the results.

Just published