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 *** *** **** *** been ********** ** ***** too ****** *** ********-*****, with **** ****** **** are *** **** ** "hit *** ****."

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

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

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

Simplisafe ** *******

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

*****! ****** **** *** spot ** "*" ******, ****** **** ********** ******* *** that "everything ** ********":

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

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

** ******** **** ******, ****** gave *** **** * (begrudging) ****** **** ** seen ** *********** **** ***** *****:

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

******* ** ******** **** 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 forward *** ***** ***** the *******'* ***** ********, cameras, ***, *** ***** features ********** ****** *** property. ** **** ******** the******* ** ************* **** *** ********* *****. *** ***** *** 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

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

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

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

Undisclosed Manufacturer #5

02/06/19 12:37am

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

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

Undisclosed #4

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:

Login to read this IPVM report.
Why do I need to log in?
IPVM conducts unique testing and research funded by member's payments enabling us to offer the most independent, accurate and in-depth information.

Related Reports

Verkada Paying $100 For Referrals Just To Demo on Jan 22, 2020
Some companies pay for referrals when the referral becomes a customer. Verkada is taking it to the next level - paying $100 referrals fees simply...
Verkada Salesman Falsely Alleges Competitor Bankruptcy on Jan 02, 2020
A Verkada salesman falsely told a large end-user that the user's VMS provider faced bankruptcy. Verkada management acknowledged the error to...
How To Quickly Research An Unknown Company on Jul 23, 2019
There are hundreds of companies in the physical security markets, ranging from a flood of new startups to small companies that may or may not be...
Security Dealer 'Social Media Contractor' Program on Jun 25, 2019
A $20,000 video surveillance system can be yours for free if you are willing to post on social media about the security dealer. Good deal, bad...
Briefcam Buys Frost Award* on Jun 20, 2019
Frost 'awards' are well-known and widely disrespected. Now Briefcam is touting their win. The way it has worked for many years is that Frost...
Manufacturer Favorability Guide 2019 on Jun 12, 2019
The 259 page PDF guide may be downloaded inside by all IPVM members. It includes our manufacturer favorability rankings and individual...
Inside Look Into Scam Market Research on May 17, 2019
Scam market research has exploded over the last few years becoming the most commonly cited 'statistics' for most industries, despite there clearly...
'Independent' Security Consultant Organization Sells Off Speaking Slots To Manufacturers on May 10, 2019
The International Association of Professional Security Consultants (IAPSC) have sold numerous speaking slots to manufacturers. This is part of...
Verkada Salesman: IPVM "Stuck In A The Stone Age" on Apr 25, 2019
Verkada is 'tackling dinosaurs' and battling those, like IPVM, who are 'stuck in a the stone age'. Verkada's recent sales recruiting promotion...
Securadyne CEO: IPVM 'Entertaining For An Ignorant Few' on Apr 16, 2019
Securadyne's CEO Carey Boethel is unhappy with IPVM's report - Failed Integrator Rollup, Securadyne Sells to Guard Giant Allied. Indeed, he...

Most Recent Industry Reports

USA's Feevr Thermal Temperature System Examined on Mar 31, 2020
This US company has burst on to the scene, brashly naming itself 'feevr' and branding itself as a "COVID 19 - AI BASED NON CONTACT THERMAL...
JCI Coronavirus Cuts on Mar 31, 2020
JCI has made coronavirus cuts, the company told employees in an email that IPVM has reviewed. Inside this note, we examine the cuts made, the...
Add Door Operators To Fight Coronavirus on Mar 31, 2020
IPVM recommends that integrators advocate and end-users consider adding door operators to fight the spread of coronavirus. This delivers...
Video Surveillance Business 101 on Mar 30, 2020
This report explains the fundamental elements of the video surveillance business for those new to the industry. This is part of our Video...
FDA Gives Guidance on 'Coronavirus' Thermal Fever Detection Systems on Mar 30, 2020
The US FDA has given IPVM guidance on the use of thermal fever detection systems being marketed for coronavirus, as an explosion of such devices...
Worsen: Integrators Hit Even Harder By Coronavirus on Mar 30, 2020
Integrator's problems have worsened over the past 2 weeks, according to new IPVM survey results. Inside this report, we share statistics and...
Pivot3 Mass Layoffs on Mar 27, 2020
Pivot3 has conducted mass layoffs, the culmination of grand hopes, a quarter of a billion dollars in VC funding, and multiple failures to gain...
Athena CEO Criticizes 'Deplorable' 'Nitpicking', IPVM Refutes on Mar 27, 2020
UPDATE: NBC News Report Cites IPVM On Coronavirus 'Fever Detection' Cameras Athena Security's CEO Lisa Falzone has strongly objected to IPVM's...
Hikvision Admits Sanctions Harming Its Financial Performance on Mar 27, 2020
While Hikvision initially downplayed being sanctioned for human rights abuses, the company is now admitting a significant impact in a new PRC...