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 | |
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 |