ADT And SimpliSafe Super Bowl LIII Ads Criticized

By Dan Gelinas, Published Feb 04, 2019, 10:42am EST

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.

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)

kinda funny how simply safe went thru the trouble to show that some tech is spying on you and then made no attempt to differentiate themselves from that bit. 

Stage 5 dumbasses lol

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Tacky Adverts!! :D  You can see what worries them both though... Amazon

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All is lost and everything is a lie. Now buy stuff from us.

Sweet plan guys, haha.

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Ill buy that for a dollar !!! lol

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The only people who won't like these ads are marketing analysts. Anyone else who says they don't like them I think are saying so just becasue they read this article. Both done their job.

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How so? Simpli safe doesnt tell me how their product is "safer" than all the other technology. I'm just supposed to take their word that it's all good and my blender won't try to kill me once I have Simplisafe?

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Viewed in the light of really being one of the only ads in the product category, I think it probably hit the target.

If you didn't know about anything and you are concerned about security, that's now the only name you know to start your Google search.

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John, I think why 'marketing analysts' and many people dislike the Simplisafe ad (in particular) is its negative tone. Compare it to the most well-liked Superbowl ads which are consistently ones that have positive emotions (either humor or uplifting).

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I felt compelled to vote "Liked ADT, not SS" because I didn't hate the ADT ad, but still found it lacking something. That said, I don't think I'm the target for the ADT ad, so maybe that is why it didn't wow me. I did like them hiring the Scott brothers for added credibility. I think that is an instant win for most soccer mom types, which probably is their target for the ad.

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In the ADT ad, I’m not sure I would want to spend that kind of money on an ad featuring such an ugly  outdoor camera in what is supposed to look like a nice home. At least Nest products look nice for consumer products.

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Nice penetration there!

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If you look closely at the ad, you can clearly see that Knightscope taught their robot how to eat a hotdog. I would say things are looking up for them. A robot that can swim and eat hotdogs? Security industry is in a golden era.

 

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who feels the need for security during the Super Bowl with testosterone levels at a yearly high?

Instead run 5000 local commercials at 2 AM during reruns of Twin Peaks.

 

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I'm pretty sure I'm in the minority here. These ads were not targeted at me or my customers. They were trargeting people who have never purchased or considered purchaing a security system before. I think they did a good job. Simply Safe made a smart move bringing in the brothers. Women make the decisions in the home. They'll buy Simply safe just for those two. What they do next will be interesting to watch. 

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Simply Safe made a smart move bringing in the brothers

That was ADT. Simplisafe had the robot eating the hot dog...

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Wasn't Ving Rhames supposed to be the ADT guy? 

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Or ironically ex-NFLer Mike Golic from a few months ago.

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This ad may not be aging so well:

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Who won the Super Bowl?  .... Bud Light & Game of Thrones

Dilly, Dilly !!!

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“Dilly” prefers English hops.

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Neither of them is offering real security. But they have no problem losing and selling all your personal info to third parties. Just an accident waiting to happen!  

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Update: USA Today's Ad Meter has rankings and breakdowns for each commercial, putting Simplisafe 39 out of 58 commercials with ADT an even worse 49th.

Both commercials did relatively best with people in Arkansas and poor people generally. ADT's commercial did relatively best with young people while Simplisafe did relatively best with old people.

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Today's edition of The Hustle. 

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ADT has the right approach and they are correct, I believe all the home security companies will be switching thier approach to the convieniences that a "home security" system allows for, well beyond the fear mongering.  

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Who cares? Why is worth spending time on?

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ADT teasing a comeback for 2020 Superbowl:

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