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 ****** ******* [**** no ****** *********] ** quoted ** *** ****** article ****** **** *** partnership **** *** ***** brothers ****** ** **** the ******* **** **** "FUD" (****, ***********, *** Doubt) *********:

** **** **** *** 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 (26)

Undisclosed Integrator #1

02/04/19 06:07pm

***** ***** *** ****** safe **** **** *** trouble ** **** **** some **** ** ****** on *** *** **** made ** ******* ** differentiate ********** **** **** bit. 

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

Undisclosed Integrator #2

02/04/19 06:14pm

***** *******!! :*  *** can *** **** ******* them **** ******... ******

Avatar

Michael Gonzalez

Integrated Security Technologies, Inc.
02/04/19 10:38pm

*** ** **** *** everything ** * ***. Now *** ***** **** us.

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

luis rodriguez

In reply to Michael Gonzalez | 02/08/19 02:29am

*** *** **** *** a ****** !!! ***

John Rafter

IPVMU Certified | 02/05/19 08:42am

*** **** ****** *** won't **** ***** *** are ********* ********. ****** else *** **** **** don't **** **** * think *** ****** ** just ******* **** **** this *******. **** **** their ***.

Avatar

Brian Hampton

IPVMU Certified | In reply to John Rafter | 02/05/19 01:20pm

*** **? ****** **** doesnt **** ** *** their ******* ** "*****" than *** *** ***** technology. *'* **** ******** to **** ***** **** that **'* *** **** and ** ******* ***'* try ** **** ** once * **** **********?

Undisclosed Manufacturer #3

In reply to Brian Hampton | 02/05/19 05:16pm

****** ** *** ***** of ****** ***** *** of *** **** *** in *** ******* ********, I ***** ** ******** hit *** ******.

** *** ****'* **** about ******** *** *** are ********* ***** ********, that's *** *** **** name *** **** ** start **** ****** ******.

John Honovich

IPVM | In reply to John Rafter | 02/05/19 01:25pm

****, * ***** *** 'marketing ********' *** **** people ******* *** ********** ad (** **********) ** its ******** ****. ******* it ** *** **** well-liked Superbowl *** ***** *** consistently **** **** **** positive ******** (****** ***** or *********).

Avatar

Jon Dillabaugh

Pro Focus LLC
02/05/19 01:31pm

* **** ********* ** vote "***** ***, *** SS" ******* * ****'* hate *** *** **, but ***** ***** ** lacking *********. **** ****, I ***'* ***** *'* the ****** *** *** ADT **, ** ***** that ** *** ** didn't *** **. * did **** **** ****** the ***** ******** *** added ***********. * ***** that ** ** ******* win *** **** ****** mom *****, ***** ******** is ***** ****** *** the **.

Avatar

Kyle Folger

IPVMU Certified | 02/05/19 01:36pm

** *** *** **, I’m *** **** * would **** ** ***** that **** ** ***** on ** ** ********* such ** ****  ******* camera ** **** ** supposed ** **** **** a **** ****. ** least **** ******** **** nice *** ******** ********.

Avatar

Jon Dillabaugh

Pro Focus LLC
In reply to Kyle Folger | 02/05/19 02:00pm

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

Undisclosed Integrator #1

02/05/19 03:39pm

** *** **** ******* at *** **, *** can ******* *** **** Knightscope ****** ***** ***** how ** *** * hotdog. * ***** *** things *** ******* ** for ****. * ***** that *** **** *** eat *******? ******** ******** is ** * ****** era.

 

Undisclosed #4

IPVMU Certified | 02/05/19 06:01pm

*** ***** *** **** for ******** ****** *** Super **** **** ************ levels ** * ****** high?

******* *** **** ***** commercials ** * ** during ****** ** **** Peaks.

 

Avatar

John Bazyk

Command Corporation
IPVMU Certified | 02/05/19 07:24pm

*'* ****** **** *'* in *** ******** ****. These *** **** *** targeted ** ** ** my *********. **** **** trargeting ****** *** **** never ********* ** ********** purchaing * ******** ****** before. * ***** **** did * **** ***. Simply **** **** * smart **** ******** ** the ********. ***** **** the ********* ** *** home. ****'** *** ****** safe **** *** ***** two. **** **** ** next **** ** *********** to *****. 

John Honovich

IPVM | In reply to John Bazyk | 02/05/19 07:54pm

****** **** **** * smart **** ******** ** the ********

**** *** ***. ********** had *** ***** ****** the *** ***...

Avatar

Brian Rhodes

IPVMU Certified | 02/05/19 08:05pm

****'* **** ****** ******** ** ** *** ADT ***? 

John Honovich

IPVM | In reply to Brian Rhodes | 02/05/19 08:07pm

** ********** **-***** **** ********* * *** ****** ago.

Undisclosed #4

IPVMU Certified | In reply to John Honovich | 02/05/19 08:57pm

**** ** *** *** be ***** ** ****:

Undisclosed Manufacturer #5

02/06/19 12:37am

*** *** *** ***** Bowl?  .... *** ***** & **** ** *******

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

Undisclosed #4

IPVMU Certified | In reply to Undisclosed Manufacturer #5 | 02/06/19 03:34am

“*****”************** ****.

Undisclosed Integrator #6

02/06/19 12:44am

******* ** **** ** offering **** ********. *** they **** ** ******* losing *** ******* *** your ******** **** ** third *******. **** ** accident ******* ** ******!  

John Honovich

IPVM | 02/10/19 01:31pm

******:*** *****'* ** ***** has *********** ********** *** **** commercial, ***************** ** *** ** 58*********** ******* ** **** ***** 49th.

**** *********** *** ********** best **** ****** ** Arkansas *** **** ****** generally. ***'* ********** *** relatively **** **** ***** people ***** ********** *** relatively best **** *** ******.

Avatar

John Bazyk

Command Corporation
IPVMU Certified | In reply to John Honovich | 02/10/19 01:39pm

*****'* ******* ** *** Hustle. 

Undisclosed Integrator #7

02/11/19 12:27pm

*** *** *** ***** approach *** **** *** correct, * ******* *** the **** ******** ********* will ** ********* ***** approach ** *** ************* that * "**** ********" system ****** ***, **** beyond *** **** *********.  

Kevin Meechan

02/11/19 03:47pm

*** *****? *** ** worth ******** **** **?

John Honovich

IPVM | 01/20/20 10:57pm

*** ******** ******** *** **** Superbowl:

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