Slomin's Home Security Systems Puts the House at the Center of Its 2019 Shield Campaign
"Protect Your House" is a May 2019 film campaign created by CRC Media for Slomin's Home Security Systems, released in the United States and built around the emotional and practical imperative of securing the family home through professional monitoring services.
Slomin's Home Security Systems centres the campaign on a direct, unambiguous proposition: the house is worth defending, and professional security is the means to do it. The campaign carries two media assets, as documented on Ads of the World, and operates within the House, Garden, and Professional Services industry classification. Its medium is film, making it a broadcast-and-digital vehicle designed to reach homeowners across the United States at the moment residential security concerns were becoming a mainstream consumer conversation rather than a niche, premium consideration.
The campaign sits within Slomin's established "Slomin's Shield" security platform, as noted in the campaign's lineage record on Clapboard. Rather than introducing a new brand position, "Protect Your House" reinforces a long-running promise: that professional monitoring, perimeter protection, and central-station response are accessible household products, not luxury add-ons. In the United States, where the home security category was gaining significant traction by 2019, this approach reflects a deliberate effort to anchor brand equity in straightforward, emotionally resonant language rather than technical specification. The Clapboard Score for this campaign stands at 59 out of 100, reflecting a competent execution that fulfils its functional brief without reaching the creative distinction that would separate it from category convention.
Slomin's Home Security Systems operates in a United States residential security market that was, by 2019, undergoing a structural shift in consumer expectations. According to HTF Market Insights, the global connected-home security devices market was estimated at approximately ten billion dollars in 2019, with projected compound annual growth of around twelve percent through 2030. In the United States specifically, more than two million broadband households were projected to use self-monitored security systems by the end of 2019, according to iSpot.tv research, signalling that DIY options were beginning to challenge the professional-monitoring model that brands like Slomin's depend on.
That competitive pressure gives "Protect Your House" its strategic context. Rivals including Ring — backed by Amazon — and ADT had already established significant consumer visibility in the United States through aggressive digital and television advertising. Ring's self-install model, in particular, repositioned home security as an accessible consumer electronics purchase rather than a contracted professional service. Against that backdrop, CRC Media's creative brief for Slomin's needed to reassert the value of professional monitoring without dismissing the convenience expectations that newer entrants had raised.
The campaign's decision to anchor messaging in the house itself — rather than in device features or app connectivity — reflects a strategic read of what professional-service brands can credibly own. According to Mordor Intelligence, approximately twenty-three point eight eight million United States households carried professional monitoring contracts in 2019, representing a substantial and retention-focused customer base. "Protect Your House" speaks directly to that audience, reinforcing the emotional logic of professional oversight rather than competing on specification or price.
Shushu E. Spanier carries the creative, writing, and directorial responsibilities for "Protect Your House" simultaneously. That concentration of authorship — creative director, writer, and director unified in one individual — gives the campaign an unusually coherent point of view for a regional home security brand. Spanier's unified control over concept and execution means the tone, pacing, and visual language of the film assets are products of a single creative vision rather than the result of negotiation between separate departments.
Executive producer Elad Schanin and producer Yarin Cerf supported the production infrastructure, while director of photography Alex Gallitano shaped the visual texture of the work, as documented on Ads of the World. Editor Naama Meiri handled post-production assembly, and visual effects were delivered by Metropolis-Creative, according to the campaign's production record on Clapboard. The presence of a dedicated VFX house suggests that at least one of the two media assets employs composited or enhanced imagery rather than relying entirely on live-action footage — a production choice that would have been aimed at amplifying threat or consequence without the cost of live-action dramatisation at scale.
The film medium itself is a deliberate choice for a household product campaign in the United States targeting homeowners. Film allows the brand to establish emotional stakes — the vulnerability of the house, the consequences of inadequate protection — in ways that static or digital display formats cannot. The creative lineage of the campaign, which on Clapboard traces back to the earlier animated "Burglars" spots featuring comedic characters Stu and Virgil produced by agency humble, suggests that Spanier's 2019 direction opted for a tonal shift: away from comedy-driven character animation and toward a more grounded, direct register appropriate to the maturing security category.
No verified performance data for the "Protect Your House" campaign is publicly available. No sales lift figures, market-share movement, or audience reach statistics have been reported by Slomin's Home Security Systems, CRC Media, or any trade source. The campaign does not appear in the award records of Cannes Lions, the Effies, The One Show, D&AD, the Clios, the Webby Awards, or the WARC database, as confirmed by Clapboard.
Structural analysis, however, offers a grounded assessment. The campaign deploys a clear, category-appropriate message — protect your house — through a film medium with professional production credits across direction, cinematography, editing, and visual effects. That production investment indicates a media placement strategy designed for broadcast or pre-roll environments in the United States, where reach among homeowner demographics justifies the cost of film production. The two-asset format, as listed on Ads of the World, suggests a modest but purposeful campaign footprint: enough creative material to support a focused flight without the asset volume of a fully integrated campaign.
The Clapboard Score of 59 out of 100 places "Protect Your House" in the functional tier of its category — a campaign that executes its brief competently and communicates its value proposition without ambiguity, but does not reach the creative or strategic distinctiveness that drives measurable brand separation. For a household product campaign in the professional services space, functional clarity is a defensible outcome. The challenge Slomin's faces is that in a United States market where Ring and ADT command significant media investment and consumer recognition, functional clarity alone is unlikely to shift consideration among undecided homeowners.
"Protect Your House" is a 2019 film campaign created by CRC Media for Slomin's Home Security Systems in the United States. It comprises two media assets and is rooted in the Slomin's Shield security platform. The campaign targets homeowners with a direct message about the value of professional home security monitoring.
Shushu E. Spanier served as creative director, writer, and director on the campaign. Elad Schanin acted as executive producer, Yarin Cerf as producer, Alex Gallitano as director of photography, and Naama Meiri as editor. Visual effects were handled by Metropolis-Creative, according to production records on Ads of the World.
CRC Media produced "Protect Your House" for Slomin's Home Security Systems. The New York-based agency developed the film campaign, which was published in the United States in May 2019 and classified under the House, Garden, and Professional Services industry categories, as documented by Ads of the World and Clapboard.
No. "Protect Your House" does not appear in the award records of Cannes Lions, the Effies, The One Show, D&AD, the Clios, the Webby Awards, or the WARC database, as confirmed by Clapboard. The campaign received a Clapboard Score of 59 out of 100, placing it in the functional performance tier for its category.
The campaign launched as the United States professional monitoring market held approximately twenty-three point eight eight million household contracts, according to Mordor Intelligence. It addresses growing competition from self-install rivals like Ring by reinforcing the emotional case for professional security services rather than competing on device features or digital convenience.
Earlier Slomin's advertising, including the 2014 to 2015 "Burglars" spots by agency humble, used comedy and CGI animation featuring characters Stu and Virgil, as documented on Ads of the World. The 2019 CRC Media campaign shifts toward a more direct, grounded tone, reflecting a maturation in how the brand communicates household security to United States homeowners.
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