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 Account Director - international award winning B2B agency JEFFERSON £55-60k plus benefits , Surrey
- Sales and Marketing Executive Blue Skies Marketing Recruitment £20000 - £25000 per annum, London
- Senior & Jun-MW Producer Blue Skies Marketing Recruitment Competitive , Central London
- Content Strategist. Charity / Non-Profit Career Moves Group £30000 per annum + dependent on experience, London
- Assistant Brand Manager Brand Recruitment £30000 - £35000 per annum + benefits, Northampton
- Black horse returns in new Lloyds Bank campaign
- Geometry Dubai hands over Cannes Grand Prix amid controversy
- Cannes 2015: Highlights from the Campaign beach party
- UK wins four gold Film Lions
- Watch: Every Grand Prix winner from Cannes Lions 2015
- 'You're thirsty. We've got sales targets', says Oasis in summer campaign launch