Old Guards Stand Down as SimpliSafe Technology Takes Over

SimpliSafe has launched its latest campaign, ‘Changing of the Guard.’ The new campaign features a cast of 'anti-spokespeople': Brutus the Rottweiler and Carl the Doberman. Through humour and heart, these pets - who have long guarded their homes - now face the tough reality that SimpliSafe’s superior technology has rendered their job unnecessary, and leaving them to enjoy a well-earned break from their watch-dog duties.

The new campaign comes at a time when home security is on the minds of many Americans. In fact, in January 2024 YouGov study found that 73% of US adults are concerned about election-related violence. SimpliSafe is tapping into this cultural moment, reassuring consumers that they’re here to protect them, without leaning into fear-based tactics. 

The 'old guards' highlight how SimpliSafe’s modern solutions outperform traditional security methods - and competitors lacking security advancements - without bragging or fear-mongering.

By focusing on empowerment and product innovation, SimpliSafe is connecting with a new generation of tech-savvy homeowners. These customers can be proud of their decision to choose SimpliSafe, knowing that they are getting superior safety, clear value, and breakthrough service - a combination that is unrivalled by their competitors.

“Brutus and Carl serve a greater purpose in this campaign than humour alone,” says Jason Apaliski, chief creative officer at Pereira O’Dell, “We’re embracing the emotional empowerment that comes from knowing your loved ones are protected by the best technology available. Brutus and his friends remind us that we can take pride in that.”

Together, the 'old guards' highlight how SimpliSafe’s modern solutions outperform traditional security methods - and competitors lacking security advancements - without bragging or fear-mongering.

Scott Braun, chief growth officer at SimpliSafe says, “This campaign is all about showing that the ‘old world’ of home security is ripe for change, whether it be old world guard dogs or old school competition. With ‘Changing of the Guard’, we’re able to talk explicitly about SimpliSafe’s modernity and superiority, but in a way that might even inject a little fun into the category. It’s a fresh take on a serious subject.”

“SimpliSafe is committed to changing how consumers protect their homes by offering the most advanced technology and flexible solutions out there. We want customers to feel confident in their decision to protect their homes with SimpliSafe,” says Kaitlin Bonner, senior director of brand and product marketing at SimpliSafe, “Our ‘Changing of the Guard’ campaign showcases this dedication to innovation and superior safety without resorting to fear based tactics. Instead, we are telling our technology story through the characters of our most loved form of traditional protection."  

‘Changing of the Guard’ campaign will run across TV, digital, and social platforms starting October 22nd. It represents SimpliSafe’s product innovation and ability to deliver superior safety, clear value and breakthrough service.