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Posts Tagged ‘David Register’

Arnold Launches ‘In My Mind’s Eye’ Campaign for ADT

Arnold Worldwide’s new campaign for ADT, “In My Mind’s Eye,” launches today with the debut TV spot “Burglary.”

The new campaign marks something of a departure for ADT, whose advertising strategy has historically stressed”the value of monitored protection in emergency incidents such as theft, fire, or carbon monoxide.” “In My Mind’s Eye” and the debut spot “Burglary” instead focus on the peace of mind ADT provides its customers with their protection from everyday security concerns.

In the 30 second spot, a couple are out to dinner when the woman realizes she may or may not have remembered to lock the back door. This distracts the man, who imagines he sees a troop of burglars at the restaurant making off with their valuables. Prompted by his reverie, he locks the back door using the ADT service offered on his mobile device. “Burglary” effectively demonstrates both a key feature of ADT’s service, and the peace of mind that comes with it — answering the questions, “Why would I want this?” and “What can it do for me?” in a simple, direct way.

The shift in approach came from insights showing “that people experience worry, like a low consistent hum distracting the person when they’re away from their homes,” says David Register, EVP/group creative director, Arnold Worldwide. “”The spot demonstrates how ADT relieves that angst by putting their customer in control and back in the moment.” Expect more ADT ads in a similar vein from Arnold in the future. “Burglary” rolls out today, with “radio, direct, digital, and social media creative appearing online beginning mid-February.” Credits after the jump. Read more

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Do You Really Want to Dress Up as Flo for Halloween?

Well, if you do, there’s a handy new guide created by Arnold that tells you how to dress up as who probably insane EW.com readers dubbed the greatest advertising icon of all-time. We love getting into the Halloween spirit and all (sheeit, check out my Facebook profile pic), but is a Flo costume really going to be all the rage this year? If you believe so, you can fork over $30 on Amazon and wax perky insurance saleswoman at your heart’s content. Or, you can just be a cheap bastard and click here to live vicariously through the Arnold-created campaign. Credits after the jump.

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Alas, a Date with Flo is Only But a Dream

Another day, another ad starring Progressive’s perky pitchwoman Flo, who somehow worked her way up to “advertising’s greatest icon” status earlier this year–well, at least according to Entertainment Weekly readers. In this latest installment from Arnold Worldwide, Flo actually ventures outside her sterile Progressive warehouse confines and heads to the great outdoors to enjoy a lovely day with a lucky bloke. The pair go fishing, ride ATVs and idle away by the campfire until you realize the poor sap’s just dreaming and Flo’s just being her usual saleswoman self. Hey, at least the girl got some sun, if only in fantasy. Care to weigh in as to whether Flo’s still appealing (or ever was) or has she grown tiresome at this point? Credits after the jump.

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