ADT And SimpliSafe Super Bowl LIII Ads Criticized

By: Dan Gelinas, Published on Feb 04, 2019

Super Bowl ads are incredibly expensive, running $5+ million this year, but two of the security industry's most controversial companies ran ads this year - incumbent ADT and upstart SimpliSafe.

However, marketing critics have been negative overall, even more so for SimpliSafe which has been called "creepy" and a reminder that "everything is terrible" while the ADT spot has been criticized as being too boring and straight-laced, with some saying they are not sure it "hit the mark."

Regardless of which was worse, neither was seen as particularly worthy of the Super Bowl nor probably worth the $5 million each company spent for the 30 seconds.

Inside this note, we examine the two ads and the criticism they have received.

***** **** *** *** incredibly *********, ******* $*+ million **** ****, *** two ** *** ******** industry's **** ************* ********* ran *** **** **** - ********* *** *** upstart **********.

*******, ********* ******* **** been ******** *******, **** more ** *** ********** which *** **** ****** "creepy" *** * ******** that "********** ** ********" while *** *** **** has **** ********** ** being *** ****** *** straight-laced, **** **** ****** they *** *** **** it "*** *** ****."

********** ** ***** *** worse, ******* *** **** as ************ ****** ** the ***** **** *** probably ***** *** $* million **** ******* ***** for *** ** *******.

****** **** ****, ** examine *** *** *** and *** ********* **** have ********.

[***************]

Simplisafe ** *******

*** ********** ** *** poorly ********. ** ******** technology-ridden ********* ******* ** make *** **********'* ******* everyday ******** **** ******--***** he **** **** *** arms *** ********** ******... which **, ******, **********, technology. *** **** ** below:

*****! ****** **** *** spot ** "*" ******, ****** **** ********** reminds *** **** "********** is ********":

*** **************** ***** *** ********** commercial**** *** ******--****** ** out ** **--** *** ranked **** ** ***** Bowl *****. ********* ****** with *****! ****** ******* that *** ******* ** clear: "**** **********":

********** **** **** *** fearmongering **** * *********** ** ******* *****, ******** ****** ** enter *** ***** **** at *** ****:

** ******** **** ******, AdWeek **** *** **** a (**********) ****** **** as **** ** *********** **** ***** *****:

****** ******* *** ********** ad, ****** **** *** company's ******** ******** **** Devers **** *** ******* was *** ******** ** running * ***** **** ad **** **** ***** producing *** ********. *******, when **** *******, **** thought ** ***** ** a **** **** *** decided ** ***** *** $5 ******* ** ********* ramp ** ***** ****** share:

******* ** ******** **** source***** ******** ** *** end ** *********** *** ****** ** the ****, *** *** ad ******, *** ** "acknowledge" ******'* ***** *** anxiety ** **** ** the ********* ***-***** ****-** coverage ** *** ****, SimpliSafe's ***** $* ******* foray **** ***** **** advertising:

Customers ********

**** ********** ********* ****** their ******** ** *********** ***** ********* ** their ***** **** **, **** **** ******* that *** $* ******* could **** **** ****** spent ** ****** **** customer ******* *** ******* design. * *** ******** from *** ***** *** found *****:

ADT ** ******

*** *** **, **** the *******'* ***** ***** Bowl *************, ** ****** straight ******* *** ***** about *** *******'* ***** doorbell, *******, ***, *** other ******** ********** ****** and ********. ** **** features ********** ** ***************** *** **************. *** ***** *** people **** ** ******* a *** **** **** them ** ***, ** one *** ****** **** ADT *** ********* *** two. *** ** ** seen *****:

******'* ******** ** *** ADT ******* **** *** ******** company *** **** ** wants ** "**** **** from ****-***** ***********. *** CMO****** ********* ****** ** *** AdWeek ******* ****** **** the *********** **** *** Scott ******** ****** ** move *** ******* **** from "***" (****, ***********, and *****) *********:

** **** **** *** school *** *********** **** not ****** *** ********* of ****** ** **** to ***** ** *** customers,” ******* **** ** an *****. “*** **** with *** ***** ******** is *** ***** ** a ********* ******** ** engage **** ********* *** highlight *** ********** *** unwavering ********** ** *** mission.

** *****-**** *****, ****** ******** **** *** **** the *** **** "*** the ****":

*** ********* ***** ** people's ********* *** **** them ******** ***** *** to ******* ********** **** dangers. *** ** ****** to ****** **** **** just ******** **** *** Smart ***** ******* *************** "****" ***********, *** ** **** traditional ***-***** ********* ** something **** **** ** leave ******.

*******, ** **** ***, vanilla-style ** *********** *** right *** ** **? There *** ****** ** be **** ***** ***********, so **** **** ****.

Vote / ****

Comments (25)

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*** ** **** *** ********** ** * ***. *** *** stuff **** **.

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*** **** ****** *** ***'* **** ***** *** *** ********* analysts. ****** **** *** **** **** ***'* **** **** * think *** ****** ** **** ******* **** **** **** *******. Both **** ***** ***.

*** **? ****** **** ****** **** ** *** ***** ******* is "*****" **** *** *** ***** **********. *'* **** ******** to **** ***** **** **** **'* *** **** *** ** blender ***'* *** ** **** ** **** * **** **********?

****** ** *** ***** ** ****** ***** *** ** *** only *** ** *** ******* ********, * ***** ** ******** hit *** ******.

** *** ****'* **** ***** ******** *** *** *** ********* about ********, ****'* *** *** **** **** *** **** ** start **** ****** ******.

****, * ***** *** '********* ********' *** **** ****** ******* the ********** ** (** **********) ** *** ******** ****. ******* it ** *** **** ****-***** ********* *** ***** *** ************ ones **** **** ******** ******** (****** ***** ** *********).

* **** ********* ** **** "***** ***, *** **" ******* I ****'* **** *** *** **, *** ***** ***** ** lacking *********. **** ****, * ***'* ***** *'* *** ****** for *** *** **, ** ***** **** ** *** ** didn't *** **. * *** **** **** ****** *** ***** brothers *** ***** ***********. * ***** **** ** ** ******* win *** **** ****** *** *****, ***** ******** ** ***** target *** *** **.

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**** *********** *****!

** *** **** ******* ** *** **, *** *** ******* see **** *********** ****** ***** ***** *** ** *** * hotdog. * ***** *** ****** *** ******* ** *** ****. A ***** **** *** **** *** *** *******? ******** ******** is ** * ****** ***.

*** ***** *** **** *** ******** ****** *** ***** **** with ************ ****** ** * ****** ****?

******* *** **** ***** *********** ** * ** ****** ****** of **** *****.

*'* ****** **** *'* ** *** ******** ****. ***** *** were *** ******** ** ** ** ** *********. **** **** trargeting ****** *** **** ***** ********* ** ********** ********* * security ****** ******. * ***** **** *** * **** ***. Simply **** **** * ***** **** ******** ** *** ********. Women **** *** ********* ** *** ****. ****'** *** ****** safe **** *** ***** ***. **** **** ** **** **** be *********** ** *****.

****** **** **** * ***** **** ******** ** *** ********

**** *** ***. ********** *** *** ***** ****** *** *** dog...

****'***** ************** ** ** *** *** ***?

** ********** **-********* ********* * *** ****** ***.

**** ** *** *** ** ***** ** ****:

*** *** *** ***** ****? .... *** ***** & **** of *******

*****, ***** !!!

“*****”************** ****.

******* ** **** ** ******** **** ********. *** **** **** no ******* ****** *** ******* *** **** ******** **** ** third *******. **** ** ******** ******* ** ******!

******:*** *****'* ** ***** *** *********** ********** *** **** **********, ***************** ** *** ** ************* ******* ** **** ***** ****.

**** *********** *** ********** **** **** ****** ** ******** *** poor ****** *********. ***'* ********** *** ********** **** **** ***** people ***** ********** *** ********** **** **** *** ******.

*****'* ******* ** *** ******.

*** *** *** ***** ******** *** **** *** *******, * believe *** *** **** ******** ********* **** ** ********* ***** approach ** *** ************* **** * "**** ********" ****** ****** for, **** ****** *** **** *********.

*** *****? *** ** ***** ******** **** **?

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