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
- Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
- Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
- Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
- Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
- DIGITAL ACCOUNT MANAGER / £35K + Benefits Ultimate Asset £30000 - £35000 per annum, City of London
- Macmillan defends hijacking ice bucket challenge
- Comparethemarket.com first UK brand to run Facebook Premium Video ads
- Game Of Thrones actress stars in online Karen Millen campaign
- Twitter launches learning hub for agencies
- Guinness Africa launches 'made of black' campaign with Kanye West ad
- Uncle Ben's launches YouTube cooking show