We found a stat that crime actually goes down when people tune into the Super Bowl.
Instead of airing a spot day of, we created a national campaign all about watching it.

ADT may not have wanted to shell out millions to make a super bowl ad, but what they did want is to protect the millions of people at home watching.
So we made a series of teaser ads with Drew & Jonathan Scott featuring big game tropes.
On the day of the game, we announced why we did it, and launched a contest called “pass the protection” to give one lucky family a $250K home reno.