ADT is joining forces with professional football legends and safety icons Kam Chancellor, Brian Dawkins, and Troy Polamalu for a new national campaign: Safe Safeties with ADT.
Safe Safeties was created based on a recent ADT survey, which revealed that 40% of people use fake security items such as signs, lights, or cameras; more than 25% occasionally leave their front doors unlocked when at home; and almost one in four people leave packages unattended on porches for over four hours. We're calling these "safe-ish" behaviors.
The Safe Safeties campaign blends humor, relatability and the star power of three fan-favorite athletes to show that while safe-ish behaviors may be funny, real safety is what we do at ADT.
As break-ins at the homes of high-profile athletes continue making headlines, athletes know well that “safe-ish” won’t cut it, on the field or at home. With players often spending long stretches away from home during the season, the FBI has warned sports leagues about crime organizations targeting professional athletes.
“With ADT helping to secure their most important turf — their homes — our retired football legends can relax and fully enjoy the peace of mind that comes with knowing their perimeter is protected,” said Michael Reeder, Head of Brand Strategy at ADT. “This campaign is about showing that even the toughest defenders rely on ADT to safeguard what matters most.”
In these light-hearted videos, Dawkins, Polamalu and Chancellor navigate suburban life and poke fun at the “safe-ish” hacks homeowners sometimes rely on, such as makeshift locks, fake security signs or elaborate DIY defenses.
The campaign builds on ADT’s role as the NFL Players Association Security Rewards Partner, and draws on the reputations of three of football's most celebrated safeties, who built their careers defending the end zone. Now, with ADT helping protect their homes, these gridiron greats can finally hang up their helmets, enjoy retirement and embrace their softer side.
The Safe Safeties campaign will roll out across channels throughout the month of September. Click here to view them.
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ADT has the largest company-operated security network in the United States, providing safe, smart and sustainable solutions for people, homes and small businesses. Through innovative offerings, unrivaled safety and a premium customer experience, we empower people to protect and connect to what matters most.