Burglar alarm firm evades complaints for hard-hitting ad
By Matthew Chapman, campaignlive.co.uk, Tuesday, 02 October 2012 12:00PM
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.
This article was first published on campaignlive.co.uk
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- ACCOUNT MANAGER Live Recruitment £25000 - £30000 per annum + Bonus + Benefits, West Midlands
- Digital Operations Director - Display, Video & Mobile Ultimate Asset £60000 - £70000 per annum + Benefits + Great Agency Culture, City of London
- Product Manager Brand Recruitment Competitive basic plus excellent benefits , Ipswich
- Junior Account Manager / Account Manager / Account Executive Royds Raphael £25k-£28kk+neg, London