ADT And SimpliSafe Super Bowl LIII Ads Criticized

Published Feb 04, 2019 15:42 PM

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."

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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.

Simplisafe ** *******

*** ********** ** *** ****** ********. It ******** **********-****** ********* ******* ** make *** **********'* ******* ******** ******** feel ******--***** ** **** **** *** arms *** ********** ******... ***** **, itself, **********, **********. *** **** ** below:

*****! ****** **** *** **** ** "F" ******, ****** **** ********** ******* *** that "********** ** ********":

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*** **************** ***** *** ********** ************** *** ******--****** ** *** ** 53--of *** ****** **** ** ***** Bowl *****. ********* ****** **** *****! Sports ******* **** *** ******* ** clear: "**** **********":

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********** **** **** *** ************* **** a *********** ** ******* *****, ******** ****** ** ***** *** leave **** ** *** ****:

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** ******** **** ******, ****** **** the **** * (**********) ****** **** as **** ** *********** **** ***** *****:

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****** ******* *** ********** **, ****** **** *** *******'* ******** director **** ****** **** *** ******* was *** ******** ** ******* * Super **** ** **** **** ***** producing *** ********. *******, **** **** started, **** ******* ** ***** ** a **** **** *** ******* ** spend *** $* ******* ** ********* ramp ** ***** ****** *****:

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******* ** ******** **** *********** ******** ** *** *** ** January**** *** ****** ** *** ****, per *** ** ******, *** ** "acknowledge" ******'* ***** *** ******* ** seen ** *** ********* ***-***** ****-** coverage ** *** ****, **********'* ***** $5 ******* ***** **** ***** **** advertising:

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Customers ********

**** ********** ********* ****** ***** ******** in *********** ***** ********* ** ***** ***** Bowl **, **** **** ******* **** *** $5 ******* ***** **** **** ****** spent ** ****** **** ******** ******* and ******* ******. * *** ******** from *** ***** *** ***** *****:

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ADT ** ******

*** *** **, **** *** *******'* first ***** **** *************, ** ****** straight ******* *** ***** ***** *** company's ***** ********, *******, ***, *** other ******** ********** ****** *** ********. It **** ******** ********** ** ***************** *** **************. *** ***** *** ****** **** be ******* * *** **** **** them ** ***, ** *** *** expect **** *** *** ********* *** two. *** ** ** **** *****:

******'* ******** ** *** *** ******* **** *** ******** ******* *** said ** ***** ** "**** **** from ****-***** ***********. *** *** ****** Koedijk [**** ** ****** *********] ** quoted ** *** ****** ******* ****** that *** *********** **** *** ***** brothers ****** ** **** *** ******* away **** "***" (****, ***********, *** Doubt) *********:

** **** **** *** ****** *** advertising **** *** ****** *** ********* of ****** ** **** ** ***** to *** *********,” ******* **** ** an *****. “*** **** **** *** Scott ******** ** *** ***** ** a ********* ******** ** ****** **** customers *** ********* *** ********** *** unwavering ********** ** *** *******.

** *****-**** *****, ****** ******** **** *** **** *** *** spot "*** *** ****":

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*** ********* ***** ** ******'* ********* and **** **** ******** ***** *** to ******* ********** **** *******. *** is ****** ** ****** **** **** just ******** **** *** ***** ***** venture *************** "****" ***********, *** ** **** *********** ***-***** marketing ** ********* **** **** ** leave ******.

*******, ** **** ***, *******-***** ** advertising *** ***** *** ** **? There *** ****** ** ** **** spots ***********, ** **** **** ****.

Vote / ****

Comments (26)
UI
Undisclosed Integrator #1
Feb 04, 2019

***** ***** *** ****** **** **** thru *** ******* ** **** **** some **** ** ****** ** *** and **** **** ** ******* ** differentiate ********** **** **** ***. 

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

(12)
(1)
UI
Undisclosed Integrator #2
Feb 04, 2019

***** *******!! :*  *** *** *** what ******* **** **** ******... ******

(3)
(1)
Avatar
Michael Gonzalez
Feb 04, 2019
Confidential

*** ** **** *** ********** ** a ***. *** *** ***** **** us.

***** **** ****, ****.

(1)
(5)
lr
luis rodriguez
Feb 08, 2019

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

(1)
JR
John Rafter
Feb 05, 2019
IPVMU Certified

*** **** ****** *** ***'* **** these *** *** ********* ********. ****** else *** **** **** ***'* **** them * ***** *** ****** ** just ******* **** **** **** *******. Both **** ***** ***.

(4)
(4)
(1)
Avatar
Brian Hampton
Feb 05, 2019
IPVMU Certified

*** **? ****** **** ****** **** me *** ***** ******* ** "*****" than *** *** ***** **********. *'* just ******** ** **** ***** **** that **'* *** **** *** ** blender ***'* *** ** **** ** once * **** **********?

(6)
(3)
UM
Undisclosed Manufacturer #3
Feb 05, 2019

****** ** *** ***** ** ****** being *** ** *** **** *** in *** ******* ********, * ***** it ******** *** *** ******.

** *** ****'* **** ***** ******** and *** *** ********* ***** ********, that's *** *** **** **** *** know ** ***** **** ****** ******.

JH
John Honovich
Feb 05, 2019
IPVM

****, * ***** *** '********* ********' and **** ****** ******* *** ********** ad (** **********) ** *** ******** tone. ******* ** ** *** **** well-liked Superbowl *** ***** *** ************ **** that **** ******** ******** (****** ***** or *********).

(4)
Avatar
Jon Dillabaugh
Feb 05, 2019
Pro Focus LLC

* **** ********* ** **** "***** ADT, *** **" ******* * ****'* hate *** *** **, *** ***** found ** ******* *********. **** ****, I ***'* ***** *'* *** ****** for *** *** **, ** ***** that ** *** ** ****'* *** me. * *** **** **** ****** the ***** ******** *** ***** ***********. I ***** **** ** ** ******* win *** **** ****** *** *****, which ******** ** ***** ****** *** the **.

(7)
(1)
Avatar
Kyle Folger
Feb 05, 2019
IPVMU Certified

** *** *** **, *’* *** sure * ***** **** ** ***** that **** ** ***** ** ** ad ********* **** ** ****  ******* camera ** **** ** ******** ** look **** * **** ****. ** least **** ******** **** **** *** consumer ********.

(3)
Avatar
Jon Dillabaugh
Feb 05, 2019
Pro Focus LLC

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

(2)
(5)
UI
Undisclosed Integrator #1
Feb 05, 2019

** *** **** ******* ** *** ad, *** *** ******* *** **** Knightscope ****** ***** ***** *** ** eat * ******. * ***** *** things *** ******* ** *** ****. A ***** **** *** **** *** eat *******? ******** ******** ** ** a ****** ***.

 

(5)
U
Undisclosed #4
Feb 05, 2019
IPVMU Certified

*** ***** *** **** *** ******** during *** ***** **** **** ************ levels ** * ****** ****?

******* *** **** ***** *********** ** 2 ** ****** ****** ** **** Peaks.

 

(2)
Avatar
John Bazyk
Feb 05, 2019
Command Corporation • IPVMU Certified

*'* ****** **** *'* ** *** minority ****. ***** *** **** *** targeted ** ** ** ** *********. They **** ********** ****** *** **** never ********* ** ********** ********* * security ****** ******. * ***** **** did * **** ***. ****** **** made * ***** **** ******** ** the ********. ***** **** *** ********* in *** ****. ****'** *** ****** safe **** *** ***** ***. **** they ** **** **** ** *********** to *****. 

(2)
(1)
JH
John Honovich
Feb 05, 2019
IPVM

****** **** **** * ***** **** bringing ** *** ********

**** *** ***. ********** *** *** robot ****** *** *** ***...

(1)
(4)
Avatar
Brian Rhodes
Feb 05, 2019
IPVMU Certified

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

JH
John Honovich
Feb 05, 2019
IPVM

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

U
Undisclosed #4
Feb 05, 2019
IPVMU Certified

**** ** *** *** ** ***** so ****:

UM
Undisclosed Manufacturer #5
Feb 06, 2019

*** *** *** ***** ****?  .... Bud ***** & **** ** *******

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

U
Undisclosed #4
Feb 06, 2019
IPVMU Certified

“*****”************** ****.

UI
Undisclosed Integrator #6
Feb 06, 2019

******* ** **** ** ******** **** security. *** **** **** ** ******* losing *** ******* *** **** ******** info ** ***** *******. **** ** accident ******* ** ******!  

JH
John Honovich
Feb 10, 2019
IPVM

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

**** *********** *** ********** **** **** people ** ******** *** **** ****** generally. ***'* ********** *** ********** **** with ***** ****** ***** ********** *** relatively best **** *** ******.

Avatar
John Bazyk
Feb 10, 2019
Command Corporation • IPVMU Certified

*****'* ******* ** *** ******. 

UI
Undisclosed Integrator #7
Feb 11, 2019

*** *** *** ***** ******** *** they *** *******, * ******* *** the **** ******** ********* **** ** switching ***** ******** ** *** ************* that * "**** ********" ****** ****** for, **** ****** *** **** *********.  

KM
Kevin Meechan
Feb 11, 2019

*** *****? *** ** ***** ******** time **?

JH
John Honovich
Jan 20, 2020
IPVM

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