What Do You Want to Protect? - ADT | Clapboard Ad Archive

What Do You Want to Protect by ADT, created by McCann and launched in the United States in 2019, advances the brand’s security narrative beyond conventional home protection into the realm of personal well-being and healthcare, positioning ADT as a guardian of what truly matters to consumers. This campaign operates within the professional services category, specifically healthcare, where the emotional stakes of safety and peace of mind are paramount. Employing a narrative format classified by Clapboard as FORMAT#3—Symbolize the Problem, the campaign eschews literal depictions of burglary or emergency scenarios, instead using metaphor and analogy to evoke the intangible threats that security systems address, such as the vulnerability of loved ones, health, and precious moments. By framing protection as a deeply personal and context-dependent concern, the campaign invites viewers to reflect on their own priorities, whether that be family safety, health, or property, thereby broadening ADT’s appeal across a diverse demographic. The strategic use of symbolic storytelling creates an emotional connection that transforms security from a transactional service into an essential component of everyday well-being. The campaign’s five film assets articulate this through relatable narratives and striking visuals that reinforce trust and reassurance in an increasingly complex and uncertain environment. Targeting the U.S. market, where cultural values emphasize home and personal safety, ADT leverages its legacy and expertise in professional security to extend its promise into healthcare, particularly elder care and medical alert services, highlighting the brand’s adaptability and relevance in a competitive landscape. Clapboard rates this campaign 63/100. This campaign matters to the industry because it demonstrates how security brands can elevate their messaging by connecting practical services to universal emotional truths, thereby redefining protection as a holistic promise rather than a mere product feature.