Ring Home Security Campaign Brings You ‘Inner Peace’

Whether working up a sweat at the gym or tied up in a meeting, Lucky Generals’ first work for Ring takes a contemporary look at our modern-day door-step issues to show how Ring devices can alleviate the anxiety of not knowing what is going on at home. 

The campaign introduces a new creative platform and campaign line 'This is inner peace', which looks to reinforce Ring’s position as a leader in the home security space and create more awareness around its full range of innovative products.

Lucky Generals has created four different light-hearted yet incisive and infinitely-recognisable scenarios where a Ring Video Doorbell or Security Camera springs to the rescue when people are unable to get to the door or be at home. 

All shot from a point of view angle, the ads put the viewer in the place of the Ring device owner using the Ring app to deliver an authentic reaction to a stressful situation, but then reveal how its products can make life easier - bringing inner peace back to the viewer.

One spot shows a woman working out at the gym, she checks a Ring feed on her phone. Looking at the Ring Indoor Camera, she finds that her dog – Jeff – is sitting on the sofa watching a teleshopping channel. It ends with the line: “This is Inner Peace, brought to you by Ring.”

Another begins with a woman relaxing in a bath when the Ring notification appears on her phone, telling her that someone is at the door. When she sees it’s an unwanted man with a 'questionable beard', she chooses to ignore the call and continue with her relaxation.

The next ad shows how a Ring Video Doorbell will ensure that you never miss a delivery. A man stuck in an interminable meeting at work is notified by his Ring app to find out that a deliveryman is at his door with an air fryer. He activates the two-way talk on his Ring Video Doorbell to tell him to leave the package next door where he can pick it up later. The endline once again brings the ad to a close: “This is Inner Peace, brought to you by Ring.”

The TV campaign launches with the above three spots in mid-August and another later in the month. The campaign will also run in the Netherlands from September. 

Lucky Generals won the Ring account following a competitive 4-way pitch.

Sarah Fronckevic, head of creative at Ring, said, “In a constantly evolving and challenging world, we’re all on a mission to find some inner peace. Our range of whole home security products provide much-needed peace of mind for our customers, who can relax in the knowledge that Ring has them covered. The new campaign from Lucky Generals captures this feeling beautifully.” 

Danny Hunt, creative director at Lucky Generals, said, “These days, we’re all worried about our homes. From anxiety about burglars, to wondering if you turned the oven off to panicking that your dog Jeff is ripping up the living room. That’s why in this campaign we wanted to find modern relatable ways to show that Ring is on hand to allay those fears and bring you inner peace.”