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Actor Ving Rhames’ new role: ADT personified

The ADT Corporation has launched a new marketing campaign asking consumers the provocative question: “What good is a smart home if it’s not a safe home?” Featuring award-winning actor Ving Rhames as the living personification of the security brand, the campaign brings to life the myriad of ways ADT helps protect the things that matter most.

February 17, 2015  By Staff

With the smart home and security competitive landscape continuing to evolve every day, consumers are faced with more options than ever before. However, it is unfortunate that some people mistake the convenience of certain solutions with the added safety of professionally monitored security. With this new campaign, ADT highlights its belief that safety and security is something that one should not compromise on.

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

The creative executions highlight Rhames as the toughest smart guy and the smartest tough guy around. Within the campaign, Ving showcases the brand’s professionally monitored security services that provide protection around-the-clock combined with the brand’s innovative ADT Pulse® automation solutions that empower 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,” said Rhames, on representing the ADT brand, “and 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.”


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

“Ving is the ideal personification of ADT, representing a sense of strength and confidence that can only come with the experience of 140 years in business,” said David DeMuth, co-CEO and president of Doner, the lead creative agency behind the new campaign. “What’s more is that Ving also represents the other side of ADT – the side with leading, connected technology. He has brains and brawn, and when it comes to protecting your home, family and business, consumers want both.”

To produce the new commercials, ADT hired Tim and Jeff Cronenweth as director and cinematographer. The duo are well-known for their movie and commercial work. Jeff received Oscar nominations for “The Social Network” and “Girl with the Dragon Tattoo.” Their collaboration with ADT has created memorable, industry-disrupting communications that take ADT’s leadership position to the next level.

The new TV spots can be viewed now.

ADT’s new campaign will also extend to digital and social channels, including a takeover of Yahoo Mail. Also, consumers visiting www.adt.com will have a fun and engaging opportunity to get hands-on with ADT Pulse, the company’s home security and automation platform, as Ving walks them through key features and benefits in interesting “Ving-ettes.”

Visit https://www.youtube.com/user/ADT to view the TV spots.

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