ADT teamed up with award-winning actor Ving Rhames to launch its new marketing campaign that asks consumers: “What good is a smart home if it’s not a safe home?”

The goal of the campaign is to highlight why consumers should not compromise on safety and security.

ADT’s latest videos feature the actor as the living personification of the security brand.

Within the campaign, the actor showcases the brand’s professionally monitored security services combined with ADT Pulse automation solutions that allow customers to control their security system, lighting, door locks, thermostats, cameras, garage and more through a variety of smart devices.

“Both personally and professionally, I have often played the role of a protector,” says Ving.

“I would never compromise on protecting my family or the things I’ve worked so hard to obtain for them. This, plus the fact that I’m a longtime ADT customer, makes the partnership and the role I play, an incredibly natural fit.”

“Our new campaign addresses the desire for connectivity, control and most important of all – security,” adds ADT chief marketing officer, Jerri DeVard.

“Self-monitored security solutions do not provide police, fire or emergency medical response in the event of an emergency. The new creative reinforces ADT’s leadership as the number one brand trusted by more people than any other North American security provider, while showcasing our integrated technology that empowers customers to control their home or business from anywhere, anytime.”

ADT worked with agency partners Doner, SapientNitro, and Mediacom on the new brand positioning, creative development, and campaign execution.

To produce the new commercials, ADT hired Tim and Jeff Cronenweth as director and cinematographer.

The duo is well known for their movie and commercial work: Jeff received Oscar nominations for The Social Network and The Girl with the Dragon Tattoo.

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