ADT puts muscle, aka Ving Rhames, into ad campaign


BOCA RATON, Fla.—He had commanding roles in “Pulp Fiction” and “Mission Impossible” and starred in HBO’s “Don King: Only in America.” Now award-winning actor Ving Rhames is putting his tough-guy persona and deep voice to work for ADT.

Well, wait a sec. According to Rhames, he’s not just working for the huge home security firm; he says in the new commercials that he “is ADT.”

The ad campaign seeks to set ADT apart from the increasing number of smart home products available to consumers. The spots are based on the premise that consumers often mistake convenience “with the added safety of professionally monitored security,” ADT said in a prepared statement.

In the ads, Rhames asks, “What good is a smart home if it’s not a safe home?”

“Our new campaign addresses the desire for connectivity, control and most important of all—security. Self-monitored security solutions do not provide police, fire or emergency medical response in the event of an emergency,” Jerri DeVard, chief marketing officer of ADT, said in the statement.

Rhames says in one of the spots I viewed: “Strong isn’t wrong, I’m ADT, I oughta know. But what makes brawn even better is brains. See, I’m both the big brain at the center of your peace of mind and the big muscle to keep the peace.”

Big brain, big muscle, gotcha. I'm not going to argue with Mr. Ving. Good ad campaign, I think. What do you think?



Sounds like a great campaign.  Clearly it makes sense to lead with ADT's long history of providing security.  Love the "what good is a smart home if it is not a safe home."  Great messaging and positioning relative to the MSO', Ving is such a credible "big" guy, which is also good messaging relative the thousands of (small) existing players.