ADT - "Ving Rhames I AM ADT"

Publicis Sapient

Publicis Sapient Boston, United States

14723

Brand: ADT
Country: United States

Advertiser: ADT Security System

Title	Ving Rhames I AM ADT
Agency	Publicis Sapient
Campaign	Ving Rhames I AM ADT
Advertiser	ADT Security System
Brand	ADT
Date of First Broadcast/Publication	2015 / 2
Business Sector	Consumer & Public Services
Philosophy	The insight: after 140 years in business, ADT had plenty of legacy and not a lot of relevance for tech-savvy security buyers. What they needed was a new voice to appeal to a new audience. So we launched a video-driven, interactive product demo starring Ving Rhames as the new face (and brand embodiment) of ADT, illustrating their marriage of strength and smarts. His obvious strength was also matched with a surprising warmth that mirrors the duality of the brand itself. Prospective customers welcomed Ving with open arms, sensing a real change in the spirit of the brand. From taking a more confident stance to challenging competitors directly, Ving afforded us a totally new (and much needed) lens on the brand. On ADT.com, Ving Rhames flexes his way through all the features of ADT in a series of interactive online videos. For each feature, he highlights a real-life problem. When you take action, Ving takes over—demonstrating how his presence will surround you in a cocoon of security and automation. After each video, you can try the feature yourself. With custom content shot for our Ving-centric demo, our online videos offered new moments wherever you happened to interact with the brand, and a decidedly new tone for the world of security and automation. At campaign launch, digital had an immediate impact on the overall business—with leads on the website rising an additional 13% for users who interacted with the new ADT demo. On average, these demo users stayed on the site over 8 minutes—twice as long as regular visitors.
Media Type	Digital
Length	108 seconds
Chief Creative Officer	Gaston Legorburu
North America Chief Creative Officer	Gary Koepke
Executive Creative Director	Robert Kleman
Executive Creative Director	Matthew Atkatz
Creative Director	James Allen
Creative Director	Andrew Goldstein
Associate Creative Director	Cesar Santos
Associate Creative Director	Brent Slone
Associate Creative Director	Matt Kelsen
Art Director	Frank Gomez
Copywriter	Kylin Johnson
Junior Copywriter	Erik Fabregat
Junior Designer	Lara Israelson
Vice President (VP)	Matt Kujawa
Account Director	Vanessa Martinez
Director, Marketing Strategy & Analysis	Greg Cordaro
Manager, Marketing Strategy & Analysis	Julie Mantis
Director, Social Studio	Stevie Dove
Social Engagement Lead	Andrew Choban