Robert Downey Jr Calls Out Irrational Fears for Digital Protection Brand Aura

Aura, a leading provider of all-in-one digital protection for the whole family, is working with Arnold Worldwide, a Havas Creative Group Company, to bring awareness to the dangers of online crime. The company has launched a new advertising campaign just in time for National Cyber Security Awareness Month (October), and features Aura Board member Robert Downey Jr. in his first-ever commercial. The campaign aims to educate consumers that the odds of falling victim to online crime are higher than they think – one in four.

“We want every member of the family, from children to grandparents, to take charge of their online security,” said Howard Clabo, chief brand and communications officer of Aura. “We are living fully connected lives, and there are countless digital vulnerabilities that consumers need to be aware of. As our first significant brand awareness campaign, we’re confident that by working with Arnold, we’ll be able to deliver a clear and direct message to all consumers that online security is a real problem in the world, and no one is exempt from risk.”

Arnold’s creative work with Aura centres around awareness, highlighting the frequency of these crimes and how often they can impact one’s life. In the brand’s new spot titled 'What Are the Odds,' investor and brand partner Robert Downey Jr. delves into the reality of being affected by online crime, as compared to other less likely life occurrences, such as being in a plane crash. This new spot marks the beginning of a large-scale awareness campaign for Aura, with more work to come featuring Downey, who is extremely passionate about online safety. The campaign will also feature a roll out of out-of-home creative spots in select markets. 

"It's shocking to see how common online crime has become," said Robert.  "No one is immune to what cybercriminals can do. I'm incredibly passionate about this issue and I want everyone to understand the risks and take action to protect their families."

“We are incredibly proud to be leading this creative work for Aura – its first brand TV concept,” shares George Sargent, chief executive officer at Arnold Worldwide. “Aura makes it clear that a safer online world is possible, but it starts with education and awareness. We’re confident that this campaign will help Aura achieve its mission of protecting consumers and their loved ones.”